PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


-IN: 


SALESMANSHIP 


PUBLISHED  BV 

THE  NATIONAL  SCHOOL  OF  SALESMANSHIP 

MINNEAPOLIS,  MINNESOTA.  U.  S.  A. 


•V! 


THE    FOURTH    PROFESSION 


SALESMANSHIP 


PRACTICAL 

SYSTEMATIC 
ONE-BOOK 
COURSE 


COMPILED  FROM  THE  LESSONS  AND   LECTURES   WRITTEN 
BY  THE  THIRTY-SEVEN  AUTHORS  OF 
THE  COMPLETE  COURSE. 

PUBLISHED  BY 

THE  NATIONAL  SCHOOL  OF  SALESMANSHIP 

(INCORPORATED) 

MINNEAPOLIS,  MINNESOTA,  U.  S.  A. 


COPYRIGHT  1912 

BY 
THE  NATIONAL  SCHOOL  OF  SALESMANSHIP 


Entered  at  Stationer's  Hall,  London,  England.  Protected  by 
International  Copyright  in  Great  Britain  and  all  her  colonies, 
and  under  provisions  of  the  Berne  Convention,  in  Belgium, 
France,  Germany,  Italy,  Spain,  Switzerland,  Tunis,  Hayti, 
Luxemburg,  Monaco,  Montenegro,  Norway  and  Japan. 


ALL   RIGHTS   RESERVED. 


(PRINTED  IN  THE  UNITED  STATES.) 


2091280 


WC*R-  SALTMKc/Tv,, 
«     W-Y  Lifel 


F.   DAJLV 

APOLIS- 

e/lt.Zeno  Novelty  Co, 


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FRED  L.  MCCLELLAH.  MPLS. MINN  /  (^ 
President  &  Geril  Mgr, 
McClellan  Paper  Co, 


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Some  of  the  Thirty-seven  Men  Who  Have  Writti 


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General   Special^.  C 


ihe  Lessons  and  Lectures  of  the  Complete  Course. 


INDEX 


OUTLINE  OF  SUBJECTS  TAUGHT 

IN    THE 

PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


LESSON    I 

Salesmanship  iAs' 

[Salesman 
Elements  of  a  Sale  i  Article 

[Purchaser 

[Secure  Attention 

Steps  to  a  Sale  4  Inspire  Confidence 

[Create  Desire 

LESSON    II 

Personalitv  /Positive  character  traits 

\ Negative  character  traits 

How  to  overcome  negative  traits. 
How  to  strengthen  positive  traits. 
List  of  common  negative  traits,  with  opposite  positive  traits  to  replace  them. 

LESSON    III 

Taking  Stock  of  Self. 


Forms  of  Ignorance  that 
affect  the  Salesman 


Self 

Human  nature 

Human  types 

Quality  and  value  of  goods 

Value  of  money 

Value  of  time 


How  to  gain  knowledge  of  self. 


INDEX 


LESSON    IV 


Knowledge  of  human  nature. 


The  Triune  Man 


[Body 

1     or 
[Physical 

[Mind 

1     or 
[Mental 

[Soul 

1     or 
[Spiritual 


The  relation  of  each  to  the  other. 
Foundation  rocks. 
Corner  stones. 


Means  of  producing 
Belief  and  Action 

Thoughts. 
Suggestion 


LESSON    V 

Reasoning 
Suggestion 

[Suggestion  received 
|  Suggestion  to  others 
[Suggestion  to  self,  auto-suggestion 


Individuals  differ 


Ideas  suggestive  in  pro- 
portion to 


LESSON    VI 

suggestive  po' 
suggestibility 


/In  suggestive  power 
tin 


Personality 

Circumstances  and  surroundings 

Enthusiasm  and  depth  of  conviction 

Thoroughness  with  which  they  have  been  assimilated 

Absence  of  critical  re-action  in  mind  of  the  customer 

Place  occupied  in  order  of  presentation 


Our  Apprentices 


LESSON    VII 

Of  Mental  Force 
Of  Vital  Force 
Of  Motive  Force 


The  development  of  the  man. 
Education  of  the  will. 
Our  court — Judgment. 


Apprentices  of 
Mental  Force 


LESSON    VIII 

Will  Power  Intuition 

Judgment  Patience 

Knowledge  Persistency 

Self-control  Tact 

Concentration  Desire 
Determination 


INDEX 


LESSON    IX 

[Courage 
Confidence 

Apprentices  of  Vital  Force     \  Application 

Industry 
[Energy 
Activity  Chart. . 

LESSON    X 


Apprentices  of 
Motive  Force 


Sincerity 

Honesty 

Loyalty 

Fidelity 

Carefulness 


Character  building  chart. 

Knowledge  of  Human  Types. 
Temperament 


LESSON    XI 


f  Motive 
{ Mental 
[Vital 


Basis  of  Temperaments. 
Sub-divisions. 
Quality  in  Men. 
Health  Signs. 


Character  reading 


How  we  reveal  ourselves 


Initiative 
Stamina 
Optimism 
Enthusiasm 


Neatness 

Economy 

Faith 

Hope 

Charity 


Knowledge  of  Quality  and 
Value  of  Goods 


Knowledge  of  the  Value 
of  Time 


Knowledge  of  the 
Value  of  Money 


LESSON    XII 

[Head 
JFace 
[Hands 

As  we  walk 
As  we  talk 
As  we  smile 

LESSON    XIII 

Use 

Construction 
History 
Competition 
Advantages 

[Commercial 
I  Educational 
Waste 
[Talent  put  with  it 

Medium  of  exchange 
Earning  partner 
Basis  of  credit 
Social  Factor 
How  to  Obtain  it 


INDEX 


LESSON    XIV 

Personal  Magnetism. 

Exercises  in  Auto-Suggestion. 

The  business  value  of  friends. 

LESSON    XV 

[Applying  for  position 

xi.    «/»,  i      i    c  i  o  J  Relation  of  salesmen  to  house 

The  Wholesale  Salesman        Re,ation  Qf  salesman  to  credit  man 

[Pointers 


Lost  Sales — Their  causes 
and  remedy 


LESSON    XVI 

[The  salesman 
JThe  article 
(The  customer 


The  Retail  Salesman 


LESSON    XVII 

Attitude 

Personal  appearance 

Keeping  stock 

Addressing  customer 

Natural  endowments  versus  culture 


The  Specialty  Salesman 


LESSON    XVIII 

{Salary  versus  commission 
The  approach 
The  selling  talk 
Closing  the  sale 


The  Promoter 


The  Correspondent. 
The  Advertiser. 


LESSON    XIX 

[Franchise 
I  Associates 
I  Re-organization 
[Combinations 


LESSON    XX 


Summing  Up 


[Advice  to  the  Beginner. 
i  Points  to  Remember. 
[Specialization. 


PREFACE 

The  manufacturer,  the  wholesaler,  the  publisher,  the  retail  mer- 
chant and  all  other  lines  where  the  specialty  salesman  is  in  demand, 
want  salesmen  and  are  willing  to  pay  princely  salaries  to  the  right 
man.  The  call  is  not  for  you  unless  you  are  educated,  trained  and 
fitted  to  respond.  In  order  for  a  man  to  be  successful  in  any  trade 
or  profession  be  must  first  prepare  himself  by  taking  a  course  of 
study  pertaining  directly  to  the  chosen  calling. 

This  demand  for  professional  salesmen  is  our  justification  for 
undertaking  to  supply  the  basic  principles  upon  which  the  science  of 
Salesmanship  is  founded,  in  such  form  as  will  meet  the  requirements 
of  the  Universities  and  Schools  that  have  seen  the  necessity  of  adding 
this  course  to  their  curriculum. 

In  our  efforts  we  have  been  brought  to  realize  that  the  student 
of  today  will  not  be  satisfied  with  a  mere  statement  of  facts.  He 
wants  the  underlying  principles  and  laws  that  govern  the  world  of 
facts;  such  instruction  is  furnished  in  these  lessons  as  completely 
as  possible  within  the  number  of  p'ages  allotted  to  this  book.  These 
lessons  are  designed  to  teach  the  science  of  Successful  Salesmanship 
and  the  Art  of  Selling,  and  have  been  compiled  from  the  lessons  and 
lectures  written  by  the  thirty-seven  authors  of  the  complete  course, 
published  by  this  school,  and  are  harmoniously  arranged  and  sys- 
tematized in  such  a  manner  that  the  student  is  led  step  by  step  to  a 
complete  knowledge  of  its  requirements,  which  knowledge  will  enable 
him  to  enter  the  profession  of  Salesmanship  with  a  confidence  that 
insures  success. 


While  we  aim  to  be  suggestive  rather  than  exhaustive,  we  trust 
we  have  presented  this  subject  in  a  sufficiently  logical  and  scientific 
manner  to  justify  our  assertion  that  Salesmanship  is  a  Profession 
and  its  practice  an  Art. 

This  course  of  study  will  insure  the  student  employment  in  the 
line  of  professional  work  where  the  call  for  trained  men  is  increasing 
rapidly,  where  the  opportunities  for  remuneration  are  unlimited  and 
where  each  man  is  paid  just  what  his  time  and  talent  are  worth. 

Every  man  who  reads,  studies  and  applies  the  principles  taught 
in  these  lessons,  will  be  benefitted  and  will  develop  in  proportion 
to  his  ability  to  attain. 

THE  NATIONAL  SCHOOL  OF  SALESMANSHIP, 

JAMES  F.  ELLS, 

PRESIDENT 


LESSON  I 


SALESMANSHIP 

Salesmanship  is  the  science  and  art  of  selling  at  a  profit. 

Salesmanship,  as  a  science,  consists  of  a  systematic  and  methodi- 
cal compilation  of  all  co-related  facts  and  experiences  that  have  been 
discovered  and  proven  by  the  practitioners  of  that  science. 

Salesmanship,  as  an  art,  is  that  character  and  personality  in  a 
man  combined  with  a  knowledge  of  the  science  which  enables  its 
possessor  to  attract  others  and  command  their  confidence. 

In  other  words,  Salesmanship  is  a  combination  of  faculties  in  a 
man,  both  natural  and  acquired  that  enable  him,  acting  for  himself, 
or  as  an  agent,  to  approach  others  and  negotiate  the  transfer  of 
something  of  value  for  a  consideration  and  on  a  basis  in  which  all 
parties  interested  are  benefitted. 

The  Division  and  classification  of  the  representatives  of  sales- 
manship is  shown  in  the  following  illustration. 


Salesmen 


Wholesale 


Retail 


Special 


Manufacturers 

Jobbers 

Publishers 

Merchants 

Managers 

Clerks 

Correspondents 

Advertisers 

Promoters 

Solicitors 

Agents 


This  division  covers  every  bit  of  ground  between  the  man  who 
has  something  to  sell  and  the  man  who  wants  to  buy. 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  qualifications  that  are  a  necessity  to  a  salesman  are  a  nec- 
essity to  every  man  who  earns  a  living,  be  he  a  business  or  a  pro- 
fessional man;  the  one  sells  his  goods,  the  other  his  knowledge  of  a 
special  field.  The  Bank  President  sells  his  executive  ability,  the 
book-keeper  his  clerical  knowledge,  and  so  on;  all  who  work  sell  their 
services. 


THE  SALE 

Sales  are  made  through  personal  contact  or  through  correspond- 
ence and  advertising. 

f  Salesman 

Elements    of    a    Sale  i  Article  or  Proposition 
[Purchaser 

The  sale  is  a  transaction  involving  the  transfer  of  property  from 
one  person  to  another  for  a  consideration;  the  essential  elements 
of  a  sale  being  present,  the  salesman  takes  the  initiative. 

f Secure  Attention 

Steps  to  a  Sale  ;  Inspire  Confidence 
[Create  Desire 

It  is  the  business  of  the  salesman  to  lead  the  way  through  these 
several  stages.  The  methods  and  tactics  found  to  be  most  effective 
by  those  who  have  practised  the  Art  are  revealed  to  you  in  these 
pages. 

In  the  commercial  world  the  article  or  proposition  offered  for 
sale  is  intended  to  again  be  sold  at  a  profit  and  the  purchaser  will  buy 
only  that  which  he  deems  of  more  value  to  himself  than  the  money 
he  is  going  to  exchange  for  it.  He  must  be  convinced  that  there  is 
a  market  for  it  and  he  can  sell  it  for  a  greater  price  than  he  is  asked 
to  pay.  The  sale  must  not  only  benefit  the  salesman  or  the  house  he 
represents,  but  the  purchaser  as  well.  A  sale  that  benefits  one  party 
only  will  not  prove  satisfactory,  whether  it  is  a  sale  of  goods,  service 
or  ability. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


The  diagram,  shown  below,  represents  aptly  the  steps  and  the 
sequel.  The  salesman,  by  his  selling  force,  must  attract  and  hold 
the  attention  of  the  customer,  inspire  his  confidence  and  create  desire, 
and  by  this  course  arrive  at  the  sale.  The  arrows  on  the  diagram 
indicate  the  direction  of  the  selling  force  to  the  sale  and  the  return 
from  the  sale  to  the  salesman. 


SALE 


Desire 


Confidence 


Attention  I 
|  t 

-^CUSTOMER! 


TO  SECURE  ATTENTION 

The  first  step  to  a  sale,  to  secure  attention,  means  a  great  deal 
more  than  most  salesmen  realize.  It  does  not  consist  simply  in 
attracting  attention,  as  by  the  mere  salutation  of  "Good  morning, 
Mr.  Brown,"  but  rather  in  engaging  and  holding  the  attention  of  the 
customer  until  the  salesman  is  able  to  take  the  second  step  which  in 
itself  secures  attention  for  the  remainder  of  the  interview. 

The  first  step  to  a  sale  has  never  been  successfully  taken  until  the- 
salesman  has  succeeded  in  inducing  the  customer  to  lay  aside  any 
other  matters  which  he  may  have  in  hand  and  give  his  undivided 
attention  to  the  proposition  the  salesman  is  presenting. 

It  will  be  necessary  to  cultivate  the  practice  of  reading  the  human 
face,  sizing  up  the  customer,  as  it  were,  and  to  note  immediately  the 
effect  of  your  methods  upon  him  in  order  to  adopt  a  new  method  at 
a  moment's  notice  should  the  occasion  demand. 

The  Salesman  must  be  able  to  recognize  from  the  customer's 
expression  any  indication  of  interest  in  the  proposition  which  is  a 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


salesman's  warning  that  the  first  step  has  been  taken  successfully 
and  that  he  should  proceed  to  take  the  second  step  immediately. 

The  qualifications  necessary  to  accomplish  this  are  a  knowledge 
of  human  nature,  or  the  ability  to  properly  size  up  a  customer  and 
locate  him  in  a  certain  human  type,  to  have  distinct  methods,  tactics, 
arguments  and  attitudes  to  present  to  each  of  the  numerous  types 
of  human  nature;  a  correct  approach,  which  includes  a  cultivated 
voice,  a  neat  and  attractive  appearance,  dignity,  pleasing  and  courte- 
ous manners. 

TO  INSPIRE  CONFIDENCE 

The  ability  to  inspire  confidence,  is  undoubtedly  the  most  import- 
ant qualification  a  salesman  can  possess.  It  enables  him  to  take 
the  second  step  successfully.  Confidence  can  be  inspired  in  pro- 
portion to  the  strength  of  the  salesman's  personality.  The  customer 
is  bound  to  form  some  sort  of  an  impression  of  the  salesman  and  it 
is  "up  to  him"  to  see  that  this  impression  is  a  good  one,  that  his 
personality  radiates  or  reveals  only  such  qualities  or  characteristics 
as  tend  to  strengthen  the  customer's  estimate  of  him  as  a  man. 
Hence  the  necessity  of  personality  development  as  shown  in  Lesson  II. 

The  salesman's  confidence  in  his  own  ability  to  present  his  pro- 
position, his  confidence  in  his  proposition,  his  confidence  in  his 
employers  or  associates,  his  attitude,  actions  and  feelings,  should  be 
so  intense  that  they  are  vibrated  from  him  to  his  customer  and  quite 
naturally  will  inspire  confidence  in  the  mind  of  the  customer. 

So  far  as  the  proposition  is  concerned,  this  second  step  includes 
merely  the  preliminary  statement  or  outline  of  the  proposition  and 
the  salesman  proceeds  to  the  detail  concerning  the  proposition, 
which  is  included  in  the  third  step  to  the  sale,  just  as  soon  as  he  receives 
from  the  customer  some  indication  that  through  his  personality, 
interest  or  intensity  a  favorable  impression  has  been  made  and  the 
customer's  confidence  secured. 

The  qualifications  necessary,  to  take  this  step  successfully,  are 
Confidence  in  himself,  his  goods,  and  his  house,  and  a  Personality 
that  radiates  or  reveals  only  such  characteristics  as  tend  to  strengthen 
the  customer's  estimate  of  the  salesman  as  a  man. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


TO  CREATE  DESIRE 

The  third  step  to  a  sale  is  to  create  desire  in  the  mind  of  the 
customer  for  the  particular  proposition  or  article  which  is  presented. 

The  first  essential  to  the  successful  taking  of  the  third  step  to  a 
sale  is  a  thorough  knowledge  of  the  proposition  or  article.  This 
knowledge  should  be  complete  from  every  point  of  view.  It  should 
include  every  phase  or  feature  of  the  proposition,  and  an  inexhaust- 
ible fund  of  classified  arguments  in  favor  of  the  proposition. 

The  attractive  talking  points  should  be  systematically  arranged, 
the  most  attractive  and  strongest  points  first  and  last.  These  points 
should  be  presented  to  the  customer  one  by  one  until  he  indicates 
that  he  is  ready  to  accept  the  proposition.  It  is  sometimes  necessary 
to  refer  to  the  same  point  more  than  once.  The  salesman  should 
never  allow  himself  to  get  out  of  ammunition.  There  should  be  no 
cessation  of  his  efforts  whatever,  until  he  feels  that  his  customer  is 
ready  to  accept  his  proposition.  This  is  the  so-called  Psychological 
Moment,  in  the  sale,  and  it  is  at  this  moment  that  he  should  present 
the  strongest  and  most  attractive  selling  points.  It  is  here  also  that 
he  should  be  able  to  present  to  the  customer  the  attitude  of  intense 
interest  and  concentrate  his  efforts,  to  cause  him  to  take  from  him, 
or  feel  the  same  enthusiasm  which  he  feels. 

To  pass  this  point  successfully  it  is  necessary  that  a  salesman 
possess  the  ability  to  concentrate  not  only  his  own  mind  but  also  the 
mind  of  the  customer  upon  the  selling  points  as  they  are  presented. 
It  is  also  necessary  that  he  possess  a  knowledge  of  the  construction 
of  the  human  mind  and  its  dual  nature.  A  knowledge  of  the  law 
of  Suggestion,  of  the  operation  of  that  silent  force,  the  sub-conscious 
mind,  that  never  sleeps;  a  knowledge  of  the  power  of  thought 
and  the  transference  of  thought,  and  the  ability  to  recognize  and 
understand  the  thoughts  of  the  customer  as  they  are  vibrated  from 
his  mind  to  that  of  the  salesman. 

It  is  also  essential  that  the  salesman  be  able  to  create  his  own 
thoughts  with  sufficient  intensity  to  cause  them  to  vibrate  to  the 
mind  of  the  customer,  thus  reinforcing  his  oral  statements.  Wireless 
telegraphy  has  demonstrated  that  sound  travels  on  the  ethers  of  the 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


atmosphere  and  can  be  transmitted  and  ultimately  recorded  by  the 
use  of  instruments  that  have  been  attuned  to  one  another. 

The  process  of  taking  the  three  steps  to  a  sale  tends  to  attune 
the  minds  of  the  salesman  and  his  customer,  and  since  thoughts, 
like  sound  waves,  are  vibrations,  the  thoughts  of  one  mind  can  be 
transmitted  to  another  mind  which  has  been  attuned  to  the  trans- 
mitter. 

It  is  essential,  therefore,  that  the  salesman  possess  a  knowledge 
of  the  science  of  psychology,  and  the  law  of  suggestion.  Every 
successful  salesman,  either  consciously  or  unconsciously,  applies 
these  laws. 

In  later  lessons  we  shall  touch  upon  this  science  by  first  making 
you  familiar  with  the  construction  of  the  human  mind  and  its  dual 
nature,  by  revealing  the  existence  of  a  silent  force  which  few  of  us 
appreciate;  i.  e.,  the  sub-conscious  mind, — the  inner  man, — the  mind 
that  never  sleeps. 

Psychology  or  mentality,  has  become  recognized  as  a  modern 
science;  its  laws  have  been  tried  and  proven.  That  it  is  useful  to 
us  in  the  practice  of  salesmanship — only  tends  to  substantiate  it  in 
the  world  of  science. 

If  there  is  a  power  that  can  be  developed  and  used  by  the  sales- 
man to  reinforce  his  conscious  or  ordinary  selling  methods,  it  is  en- 
titled to  a  place  in  the  science  of  salesmanship. 

From  this  outline  you  may  form  a  fairly  clear  idea  of  the  work 
before  you.  As  a  strong  and  winning  personality  is  one  of  the  first 
essentials,  we  shall  now  ask  you  to  return  to  the  starting  point  and 
commence  with  a  thorough  and  conscientious  study  of  yourself. 
You  will  find  habits  and  characteristics  that  retard  your  progress. 
We  will  show  you  how  to  eradicate  these.  You  will  also  find  valuable 
traits  and  character  qualities.  They  will  form  the  foundation  upon 
which  we  are  to  help  you  build  the  salesman. 


"Knowledge  and  timber  should  not  be   much   used    until 
they  are  seasoned."  — Holmes 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


QUESTIONS 

1.  Define  Salesmanship. 

2.  Describe  Salesmanship  as  a  Science. 

3.  Describe  Salesmanship  as  an  Art. 

4.  Give  the  three  divisions  of  Salesmanship. 

5.  How  are  sales  made? 

6.  What  are  the  elements  of  a'sale? 

7.  What  is  a  sale? 

8.  Give  the  steps  to  a  sale. 

9.  Whom  should  a  sale  benefit? 

10.  Of  what  does  the  first  step  to  a  sale,   "to  secure  attention" 

consist? 

11.  What  must  the  salesman  be  able  to  recognize  from  the  customer's 

expression? 

12.  Of  what  does  the  second  step  to  a  sale  consist? 

13.  In  taking  the  second  step  to  a  sale  how  much  of  the  proposition 

is  included? 

14.  What  qualifications  are  necessary  for  the  salesman  to  take  this 

step  successfully? 

15.  When  are  the  details  of  the  proposition  included? 

16.  What  is  the  third  step  to  a  sale? 

17.  What  is  the  first  essential  to  the  successful  taking  of  this  step? 

18.  What  should  this  knowledge  include? 

19.  What  should  the  salesman  be  able  to  present  to  the  customer 

at  the  psychological  moment? 

20.  What  do  you  understand  by  the  quotation  at  the  close  of  this 

lesson? 

Written  exercise  for  this  lesson. 

Write  an  article  describing  the  procedure  involved  in  the  analysis 
of  the  three  steps  to  a  Sale,  using  not  less  than  one  hundrded  words. 


10  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  11 

NOTES 


12  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  II 


PERSONALITY 

We  have  given  you  a  detailed  analysis  of  the  three  steps  to  the 
Sale,  that  you  may  see  the  necessity  of  study  and  the  development 
of  a  strong  personality.  There  are  no  "ifs"  nor  "ands"  in  this  science. 
You  will  either  succeed  or  fail,  according  to  the  strength  of  your 
personality. 

Personality  is  the  result  of  the  summing  up  of  all  the  qualities 
of  the  individual  that  distinguish  him  from  others  of  his  kind.  It 
is  a  presence,  bearing  or  atmosphere,  which  gives  us  our  impression 
of  him.  It  indicates  his  character,  habits  and  health.  It  is  his 
trademark. 

We  often  hear  the  remark  in  reference  to  some  person,  "There 
is  a  man  of  strong  personality,"  or  "There  is  a  man  with  a  weak 
personality."  What  do  they  mean?  They  mean;  the  result  of  his 
combined  positive  and  negative  character  and  health  as  they  exist 
in  him,  gives  them  an  impression  of  strength  or  weakness  as  his  posi- 
tive or  negative  qualities  predominate. 

In  every  normal  man  the  positive  and  negative  qualities  are 
intermingled,  each  one  capable  of  development;  and  as  we  proceed 
along  life's  pathway,  they  are  developed  either  consciously  or  uncon- 
sciously. The  vine  grows  and  the  fruit  develops  as  the  season 
advances,  but  the  pruning  knife  and  the  watchful  care  of  the  gardener 
causes  it  to  produce  more  perfect  fruit.  So,  also,  man's  personality 
develops,  but  the  quality  of  personality,  depends  upon  the  watchful 
care  and  pruning  it  receives. 

We  use  the  diagram  on  following  page  to  illustrate  our  meaning;— 
man  influenced  by  positive  qualities,  acquires  good  health  and  good 
character,  which,  combined,  make  a  strong  personality.  While  man 
influenced  by  the  negative  qualities,  acquires  bad  character  and  poor 
health,  which  combined  make  a  weak  personality. 


14 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


STRONG 


WEAK  X/PBRSONALIOY 


In  this  diagram  we  have  used  the  most  important  of  the  positive 
and  negative  qualities  that  are  to  a  greater  or  less  degree  a  part  of 
every  human  being.  We  do  not  intend  to  convey  the  impression 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  15 


that  any  one  person  has  the  positive  and  negative  qualities  grouped 
as  we  have  them  in  the  illustration;  wje  have  separated  the  good  from 
the  bad  that  you  may  the  more  readily  see  which  produces  the  weak, 
and  which  the  strong  personality. 

To  illustrate  our  subject  more  clearly,  we  will  divide  personality 
into  two  divisions;  that  which  we  see  and  that  which  we  feel,  when 
we  come  in  contact  with  one  another.  The  first  we  will  term  the 
"physical"  side,  which  is  composed  of  what  we  see  and  hear — the 
clothes,  manner,  hands,  feet,  color  of  eyes,  hair,  expression,  voice, 
method  of  speech,  etc.  Second,  the  "unseen,"  and  which  is  the  strong- 
est side  of  man's  personality.  It  consists  of  both  positive  and  nega- 
tive qualities  or  faculties  as  radiated  by  the  individual. 

Personality  is  then  the  radiation  of  all  the  qualities  and  faculties 
as  they  exist.  It  is  not  as  is  often  supposed,  any  particular  trait 
of  character  but  is  a  combination  of  all  the  characteristics  as  they 
exist  in  the  individual.  It  is  more  in  the  nature  of  a  result,  a  sort 
of  presence  Or  bearing,  an  impression  of  one's  self  which  is  given  to 
another,  not  unlike  heat  from  a  radiator.  We  see  the  radiator  and 
take  cognition  of  its  height,  length,  color,  etc.  We  feel  the  heat. 

Personality  is  a  subtle  something  that  emanates  from  one,  and 
either  attracts  or  repels,  according  to  the  degree  in  which  the  good 
or  bad,  the  positive  or  negative,  characteristics  predominate.  It  is 
a  sort  of  environment;  which  has  developed  through  strength  of 
character,  and  is  radiated  from  one  as  heat  radiates  from  the  sun. 

We  are  constantly  influencing  or  being  influenced,  either  con- 
sciously or  unconsciously,  by  every  human  being  with  whom  we  come 
in  contact,  more  or  less,  according  to  the  strength  of  the  personality  of 
the  individual. 

The  impression  of  yourself  you  give  to  the  customer  portrays  your 
personality;  he  is  bound  to  form  some  sort  of  an  impression  of  you 
the  moment  you  come  in  contact  with  him.  We  repeat,  "It  is  up 
to  you,"  to  see  that  the  impression  is  a  good  one  and  that  your  per- 
sonality radiates  or  reveals  only  such  qualities  or  characteristics 
as  tend  to  strengthen  his  estimate  of  you  as  a  man. 


16  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Character  is  what  a  man  really  is;  what  his  thoughts,  actions 
and  habits  have  made  him.  No  young  business  man  ever  made  a 
mistake  by  building  a  strong,  manly,  character  as  one  of  the  pillars 
of  his  business  career.  Character  will  pass  above  par  at  any  port 
and  pays  a  larger  dividend  than  any  other  acquisition  you  can  make. 

Do  not  confuse  character  and  reputation.  Reputation  is  what 
a  man  is  reported  to  be  and  is  generally  founded  upon  one  or  more 
attributes  of  character  which  are  so  prominent  as  to  attract  attention. 

Character  is  what  a  man  in  his  secret  soul  knows  himself  to  be. 
The  character  and  reputation  of  the  same  man  may  be  diametrically 
opposed.  In  that  case,  the  reputation  must  be  false,  for  the  character 
is  what  a  man  actually  is  and  cannot  be  otherwise  than  true. 

We  give  below  a  list  of  the  most  common  deterrent  or  "Negative 
Traits". of  character  and  opposite  each  the  name  of  the  "Positive 
Trait"  that  you  must  substitute  in  its  place,  for  you  cannot  get  rid 
of  them  and  leave  a  vacuum;  some  other  trait  must  take  the  place 
each  now  occupies  and  be  always  ready  to  maintain  and  defend  its 
position  against  the  return  of  the  former  tenant. 

Negative  Traits  Positive  Traits 

Ignorance crowd  out  with Knowledge 

Intemperance cease  to  nourish,  practice Temperance 

Immorality observe Chastity 

Indolence replace   with Industry 

Indifference substitute Interest 

Laxity exercise Authority 

Carelessness observe Carefulness 

Gruff  ness . practice Affability 

Pessimism exchange  for Optimism 

Lack  of  Self  Control. .  .  practice Self    Control 

Lack  of  Concentration  attain Power  of  Concentration 

Ignorance  there  is  no  excuse  for.  Knowledge  of  any  subject  may 
be  obtained  by  applying  oneself  to  its  study. 

Intemperance  covers  a  large  field.  We  may  be  intemperate  in 
drink,  eating,  clothing,  pleasures,  work,  sleep.  The  effect  of  intem- 
perance will  be  ineffeciency  in  every  way,  mentally  as  well  as  physi- 
cally. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  17 


Immorality.  The  degrading  effects  of  immorality,  the  injury  to 
health,  the  isolation  of  the  immoral,  are  things  which  will  drive  the 
salesman  out  of  this  profession.  The  customer  may  be  willing  to 
listen  to  immoral  stories  of  a  salesman,  but  will  avoid  bringing,  that 
salesman  close  to  those  whom  he  respects  and  in  time  will  avoid 
having  this  salesman  call  at  his  place  of  business.  Immorality  is  like 
the  plague, — shunned  by  others.  Replace  immorality  with  morality. 
The  man  known  to  be  moral  will  be  welcome  and  sought  for.  A  moral 
life  gives  strength  and  enables  men  to  acquire  all  the  qualities  needed 
to  be  successsful. 

Indolence  stands  where  activity  and  industry  should  be  growing. 
When  firmly  rooted,  it  is  as  hard  to  kill  out  as  a  Russian  thistle. 
It  is  like  quack-grass,  which  will  grow  as  well  with  the  roots  up  as 
down,  and  secure  new  life  wherever  it  finds  soil.  The  only  way  to 
kill  it  is  to  smother  it  with  desirable  plants,  and  that  is  the  only  way 
to  kill  Indolence,  smother  it  with  activity.  Indolence  is  a  lack  of 
energy;  remaining  inactive.  It  may  be  hereditary,  or  it  may  be 
habit;  whichever  it  is,  it  robs  us  of  all  we  might  acquire  through 
activity,  and  when  firmly  rooted,  it  is  hard  to  overcome.  It  lies  in 
wait  like  some  insidious  disease,  fastening  itself  upon  one  while  leav- 
ing him  apparently  well. 

"Indolence  is  the  dry  rot  of  even  a  good  mind  and  a  good  char- 
acter,— it  is  the  waste  of  what  might  be  a  happy  and  useful  life." 
We  must  overcome  it,  get  rid  of  it,  by  the  practice  of  activity. 

Indolence  will  prevent  the  salesman  from  rising,  above  his  present 
status.  Indolence  will  create  indifference. 

Indifference  is  a  lack  of  interest,  lack  of  ambition  and  may  apply 
to  dress,  action  or  speech.  Any  partial  indifference  retards  the  sales- 
man. He  must  be  interested  in  his  personal  appearance,  as  well  as 
his  work  because  his  personality  is  a  part  of  his  capital. 

Indifference  is  overcome  by  having  an  object  in  view,  by  arousing 
ambition  to  secure  that  object,  and  by  exercising  the  will. 

Laxity  is  giving  up  without  an  effort;  looseness  in  business. 
Doing  things  in  a  slip-shod  manner.  It  gives  up  authority  over 


18  SALESMANSHIP:  THE  FOURTH  PROFESSION 


desire  and  passion.  It  prevents  the  acquirement  of  the  qualities 
necessary  to  success.  It  should  be  replaced  by  authority  over  self, 
and  thoroughness  in  everything. 

Carelessness  is  a  lack  of  attention  to  details  and  its  disastrous 
results  are  traceable  usually  to  a  wandering  mind  or  one  that  is  con- 
centrated wholly  upon  a  single  object. 

You  may  have  seen  both  of  these  conditions  illustrated  and  noted 
their  results  while  watching  a  game  of  baseball  between  amateur 
teams.  In  the  one  the  third  baseman  was  looking  in  another  direc- 
tion when  the  ball  was  being  thrown  swiftly  to  him;  as  a  consequence, 
it  went  past  within  easy  reach  or  else  stopped  by  contact  with  his  per- 
son. In  the  other  case,  the  center  fielder  sees  the  ball  in  the  air  and 
upon  that  object  alone  he  keeps  his  eye,  as  he  runs  with  all  speed 
to  place  himself  in  position  to  catch  the  ball  in  its  descent,  and  just 
as  he  is  about  the  grasp  it,  smashes  against  the  left  fielder,  whose 
purpose  and  movements  were  the  same. 

Carelessness  has  been  the  cause  of  destruction  of  property  and 
human  life  and  is  considered  a  crime.  The  brakeman  who  neglected 
to  turn  the  switch  caused  the  train  to  be  wrecked,  the  passengers 
killed  and  wounded.  He  was  guilty  of  manslaughter  and  should  be 
punished  accordingly.  True,  there  was  an  absence  of  intent  to  injure; 
there  was  also  an  absence  of  attention  to  the  details  demanded  by 
the  nature  of  his  employment.  He  who  knows  himself  possessed  of 
this  negative  trait  must  overcome  it  or  avoid  all  positions  of  trust 
and  responsibility,  endangering  life  and  property. 

The  greatest  disaster  is  often  due  to  a  slight  carelessness  and 
therefore  even  in  the  smallest  details  of  any  work,  carefulness  must 
be  observed.  If  the  student  preceives  that  he  is  becoming  careless 
in  any  one  detail,  he  must  at  once  remedy  the  evil  or  it  will  grow  into 
a  habit,  extending  over  other  details  and  make  him  not  only  useless, 
but  dangerous.  This  lack  of  attention  often  causes  great  loss  or 
annoyance. 

Gruffness  in  a  salesman  will  make  him  unfit  for  that  profession, 
as  no  buyer  or  prospective  customer  will  negotiate  through  a  man 
who  lacks  courtesy,  nor  will  any  house  keep  a  man  in  its  employ  for 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  19 


any  length  of  time,  who  is  possessed  of  this  negative  trait.  A  sales- 
man knowing  himself  possessed  of  this  disagreeable  trait,  should 
cultivate  cheerfulness  and  courtesy. 

Pessimism  is  looking  on  the  dark  side  of  things,  expecting  dis- 
agreeable things  to  happen.  The  Pessimist  is  a  failure.  Don't  be 
a  Pessimist.  Take  a  big  dose  of  Optimism  every  morning;  look  on 
the  bright  side  of  things,  expect  pleasant  things  to  happen,  expect 
success  in  everything  you  undertake,  cast  out  doubt  and  fear  by  faith 
and  courage. 

Lack  of  Self=Control.  No  man  can  control  others  unless  he  first 
learns  to  control  himself. 

Lack  of  Concentration.  It  is  certain  that  a  salesman  will  not  be 
successful  if  he  has  a  wandering  mind.  He  will  not  -be  able  to  talk 
convincingly  on  one  subject  if  he  is  thinking  of  another,  and  must 
learn  to  control  his  thoughts  and  keep  them  where  he  wants  them. 
(Method  for  acquiring  self-control  and  concentration  given  in  Lesson 
VIII.) 

Knowing,  then,  that  your  personality  will  radiate  the  weak  as 
well  as  the  strong  characteristics,  you  will  be  vitally  interested  in 
ridding  yourself  of  traits  that  repel  or  cause  doubt,  and  in  strength- 
ening such  qualities  as  attract  the  favorable  attention  of  others  and 
inspire  their  confidence.  Every  intelligent,  successful  man  will  tell 
you  that  all  success  depends  on  the  man.  Hence  you  see  that  the 
first  thing  to  do  is  to  make  the  "man,"  and  then  teach  him  the  Art 
of  Salesmanship. 

"You  cannot  dream  yourself  into  a  character,  you  must 
hammer  and  forge  one  for  yourself." 

— Froude 


QUESTIONS 

1.  Define  Personality. 

2.  What  does  it  indicate? 

3.  What  do  you  understand  by  the  remark,  "There  is  a  man    with 
.     .  a  strong  personality,"  or  "There  is  a  man  with  a  weak  per- 
sonality." 


20  SALESMANSHIP:  THE  FOURTH  PROFESSION 


4.  Explain  the  diagram,  page  14. 

5.  Of  what  is  the  physical  side  of  personality  composed? 

6.  Of  what  does  the  strongest,  or  unseen,  side  of  man's  personality 

consist? 

7.  How  may  you  be  sure  that  the  impression  you  give  to  the 

customer  is  a  good  one? 

8.  What  is  character? 

9.  Upon  what  is  reputation  generally  founded? 

10.  Give  a  list  of  the  most  negative  traits  of  character. 

11.  What  statement  is  made  regarding  the  effect  of  intemperance? 

12.  How  does  Indolence  affect  the  salesman? 

13.  How  may  he  get  rid  of  this  negative  habit? 

14.  Why  should  a  salesman  be  interested  in  his  personal  appearance 

as  well  as  his  work? 

15.  How  is  indifference  overcome? 

16.  What  is  Laxity? 

17.  Why  should  carefulness  be  observed  in  the  smallest  details  of 

any  work? 

18.  Why  will  Gruff  ness  make  a  man  unfit  for  the  profession  of 

Salesmanship? 

19.  What    qualities    should    the    salesman    cultivate    to    overcome 

Gruffness? 

20.  What  is  Pessimism? 

21.  Give  the  quotation  at  the  close  of  the  Lesson. 

Written  exercise  for  this  lesson. 

Write  a  description  of  the  Personality  you  think  a  man  ought  to 
have  to  be  a  success  as  a  salesman. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  21 

NOTES 


22  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  23 

NOTES 


24  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  III 


TAKING  STOCK  OF  SELF 

We  have  told  you  that  in  order  to  take  the  first  step  to  a  sale 
successfully  a  salesman  must  know  how  to  judge  people  scientifi- 
cally. Before  attempting  to  judge  others,  however,  he  must  be  able 
to  pass  judgment  upon  himself.  The  average  man  while  priding 
himself  on  his  ability  to  read  others  seldom  takes  stock  of  himself. 
He  sees  faults  in  his  friends  and  acquaintances  but  fails  to  note  that 
he  is  exercising  some  of  the  traits  he  silently  or  loudly  condemns  in 
others. 

Periodically  the  up-to-date  merchant  takes  an  inventory  of  his 
goods,  or  in  the  usual  expression  "takes  stock."  Then  he  learns 
what  goods  to  re-order  and  what  to  get  rid  of  at  low-priced  sales. 
He  knows  whether  his  stock  is  meeting  the  demands  of  his  customers 
and  what  course  to  pursue  if  it  is  not. 

So  must  the  man  who  aims  at  Success  "take  stock"  of  himself 
to  find  those  character  traits  which  retard  his  progress  and  pro- 
ceed to  correct  them.  Every  character  fault  is  a  handicap  in  the 
race  for  business.  The  inherent  traits  of  character  may  be  positive 
or  negative.  We  have  designated  all  traits  that  delay  as  negative 
and  all  those  that  hasten  business  success  as  positive. 

As  it  is  essentially  important  for  the  up-to-date  business  man  to 
take  stock  of  his  assets  so  it  is  equally  important  for  you  to  take  in- 
ventory of  "your  assets,"  the  positive  and  negative  qualities  that 
either  assist  you  in  your  struggle  for  success  or  retard  and  hold 
you  back. 

The  study  of  your  own  individual  personality  is  to  you  one  of  the 
most  important  of  all  studies. 


26  SALESMANSHIP:  THE  FOURTH  PROFESSION 


In  taking  stock  of  self  turn  the  mirror  of  self-inspection  until 
you  see  your  positive  and  negative  qualities  as  they  appear  to  others. 
Self-knowledge  brings  acquaintance  with  personal  strength  as  well 
as  personal  weakness. 

As  your  self-examination  proceeds  you  see  each  day  where  you 
can  strengthen  your  positive  qualities,  and  in  proportion  as  you  do 
strengthen  them,  you  add  to  your  personal  power.  Success  comes 
only  to  those  who  know  their  weak  points  and  strive  constantly  to 
overcome  them.  In  this  age  of  progress  the  man  who  is  slow  to 
analyze  the  cause  of  failure  is  soon  relegated  to  the  background. 

Self-inspection  will  point  out  the  negative  traits  and  help  you 
find  the  means  to  replace  them  by  positive  traits. 

It  is  a  law  of  the  mind  that  two  opposite  traits  cannot  co-exist 
in  equal  strength  and  activity,  one  must  supersede  the  other.  To 
get  rid  of  an  undesirable  characteristic,  cultivate  the  characteristic 
directly  opposed  to  it.  For  instance,  you  find  on  looking  over  the 
list  of  negative  traits  given  in  lesson  II,  some  that  you  would  like 
to  get  rid  of.  We  will  presume  that  you  find  you  are  ignorant  of 
your  own  possibilities,  careless  in  expending  your  money,  inclined  to 
be  indolent,  and  lacking  in  self-control. 

Take  a  card  that  you  can  carry  in  your  vest  pocket,  so  as  to  have 
it  handy.  Write  at  the  top,  "Qualities  I  wish  to  Develop."  then 
underneath  a  list  of  the  opposite  positive  traits  you  wish  to  cultivate 
in  the  place  of  the  negative  traits  you  wish  to  get  rid  of.  Your  card 
will  read  like  this: 


QUALITIES  I  WISH  TO  DEVELOP 

Knowledge — of  Self. 
Carefulness — in  money  matters. 
Industry — I  will  improve  my  time. 
Self-Control — I  will  be  absolute  master  of  self. 


We  know  that  "Attention  always  stimulates  interest  and  deepens 
the  mental  path  over  which  action  travels."  We  know  that  plant 
life  attains  perfection  in  proportion  to  the  attention  and  cultivation 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


27 


it  receives;  so  in  accordance  with  nature's  laws,  we  strengthen  the 
desirable  characteristic  by  concentrating  the  attention  and  will 
power  upon  it. 

Having  determined  what  qualities  you  wish  to  cultivate  and 
written  them  upon  a  card,  keep  the  card  with  you  and  look  at  it 
often,  concentrating  your  attention  upon  the  desired  character 
traits.  As  we  proceed  with  the  lessons,  you  will  find  how  easily  you 
can  rid  yourself  of  objectionable  qualities,  by  this  process. 

We  will  now  take  up  the  "Negative  Trait,"  Ignorance,  and 
illustrate  its  meaning,  or  so  much  of  it  as  affects  the  success  of  the 
salesman,  for  we  use  very  few  of  the  terms  in  their  broadest  meaning, 
as  you  will  see  by  the  following  illustration.  All  the  ignorance  we 
are  interested  in  is  the  special  form  that  affects  the  efforts  of  the 
salesman,  and  we  illustrate  thus: 


Ignorance  of 


Self 

Human  Nature 

Human  Types 

The  quality  and  value  of  goods 

The  value  of  money 

The  value  of  time 


Of  these  six  forms,  "ignorance  of  self"  is  the  most  universal, 
therefore,  we  place  it  first.  We  must  now  show  you  how  to  gain 
knowledge  of  self,  that  you  may  at  a  glance  comprehend  our  plan. 
We  will  illustrate  as  follows: 


Knowledge  of 
Self  is 
Gained 


By  Introspection,  i.  e.,  self=examination 

By  the  aid  of  true  friends. 

By  the  words  and  actions  of  acquaintances,  com= 

petitors  and  enemies. 
By  study  of  psychology,  i.  e.,  lessons  and  books 

that  reveal  the  workings  of  the  mind  and  soul. 


To  gain  a  knowledge  of  self  and  get  rid  of  such  faults  as  you 
may  discover,  you  must  call  to  your  aid  certain  mental  faculties  with 


28  SALESMANSHIP:  THE  FOURTH  PROFESSION 


which  all  normal  persons  are,  to  a  greater  or  less  degree,  endowed; 
they  are: 

Judgment:  To  determine  what  are  injurious  faults  and  habits. 

Will  Power:  To  enforce  the  decision  of  Judgment. 

Persistency:  That  you  may  not  halt  in  the  carrying  out  of  your 

purpose. 
Patience:  It  takes  time  to  eradicate  some  habits,  and  to  overcome 

certain  faulty  traits. 

By  the  use  of  these  faculties  you  can  crowd  out  Ignorance  with 
Knowledge. 

The  way  to  "know  thyself"  is  to  study  self,  commence  by  retro- 
spection of  all  past  acts  in  which  you  have  taken  the  initiative, 
then  separate  the  good  from  the  bad.  Every  act  or  word  that  has 
helped  to  add  to  the  welfare  or  happiness  of  yourself  or  others  is 
good.  You  must  find  the  motive  or  impulse  which  prompted  the 
act  or  word  and  by  a  study  of  self,  trace  it  until  you  can  name  the 
quality  or  qualities  in  your  character  that  prompted  you  to  the  act 
or-word. 

Write  the  names  of  these  qualities  to  your  credit  on  the  right  of 
a  card;  opposite  them,  on  the  left,  debit  yourself  with  all  bad  habits 
and  objectionable  traits  of  character.  This  is  taking  stock  of  self, 
a  process  that  cannot  be  too  earnestly  urged;  the  search  for  qualities, 
the  recording  of  them,  the  daily  review  of  them,  will  stimulate  you 
to  strengthen  the  useful  and  destroy  the  deterrent.  This  is  the  way 
to  crowd  out  ignorance  of  self  with  knowledge  of  self.  The  knowledge 
thus  gained  will  fit  you,  as  no  other  study  could,  to  accurately  estimate 
the  disposition  and  character  of  others  with  whom  you  have  business 
or  social  relations. 

You  should  know  the  name  of  every  fault  that  retards  your  social 
and  commercial  advancement.  It  is  the  first  step  toward  their 
elimination.  You  must  find  them.  You  should  also  find  each  talent 
and  quality  you  posess  that  will  aid  you  to  proceed  in  the  profession 
you  have  chosen;  find  them  in  your  youth  or  early  manhood  while  yet 
the  years  are  before  you  during  which  they  may  be  utilized. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  29 


A  man  cannot  systematically  control  and  direct  the  forces  within 
himself  until  he  knows  each  one  and  what  it  can  accomplish.  Where 
one  fails  by  attempting  more  than  he  is  capable  of  doing  there  are 
at  least  a  thousand  who  fail  ignominiously  by  not  attempting  enough. 
They  have  the  forces  that  would  compel  success,  but  do  not  know  it. 
They  have  not  lined  them  up  for  inspection,  and  so,  deterred  by  doubt 
and  fear,  they  fail  to  attempt  that  which  they  could  easily  accomplish 
had  they  known  the  number  and  quality  of  forces  at  their  command. 

Knowledge  constitutes  many  a  young  man's  sole  capital;  it  is 
a  certificate  of  fitness  for  the  position  he  seeks.  The  whole  secret 
of  your  ability  to  earn  a  big  salary  is  to  know  how  to  do  some  one 
thing  a  little  better,  or  quicker,  than  others  do. 


"Self-reverence,  self-knowledge,  self-control,  these  three 
alone  lead  life  to  sovereign  power."  — Tennyson. 


QUESTIONS 

1.  Why  must  the  man  who  aims  at  Success  take  stock  of  himself? 

2.  What  are  the  character  traits  that  delay  progress  called? 

3.  Why  should  he  find  these  negative  traits? 

4.  What  have  we  designated  as  positive  traits? 

5.  What  becomes  of  the  man  who  is  slow  to  analyze  the   cause  of 

failure? 

6.  What  is  the  object  of  writing  down  the  positive  quality  you 

wish  to  cultivate,  instead  of  the  negative  quality  you  wish  to 
get  rid  of? 

7.  How  is  knowledge  of  self  gained? 

8.  What  mental  faculties  are  you  told  to  call  to  your  aid  in  gaining 

knowledge  of  self? 

9.  What  is  the  object  of  calling  on  Judgment? 

10.  Why  call  on  Will  Power? 

11.  Of  what  use  will  persistence  be? 

12.  Why  should  patience  be  necessary? 

13.  What  is  the  object  of  the  search  for  qualities,  the  recording  and 

daily  review  of  them? 

14.  What  will  the  knowledge  thus  gained  fit  you  for  as  no  other 

study  could? 


30  SALESMANSHIP  :  THE  FOURTH  PROFESSION 


15.  Why  are  you  urged  to  find  each  talent  and  quality  that  will 

aid  you? 

16.  Why  do  some  men  fail  to  accomplish  more? 

17.  Why  do  they  fail  to  attempt  what  they  could  easily  accomplish? 

18.  Of  what  value  is  knowledge  to  any  young  man? 

19.  What  is  the  secret  of  the  ability  to  earn  a  big  salary? 

20.  Give  the  quotation  from  Tennyson  at  the  close  of  this  lesson. 

Written  exercise  for  this  lesson. 

Take  Stock  of  Yourself  and  make  a  list  of  at  least  five  positive 
qualities  the  improvement  of  which  will  add  to  your  personal  power. 

Ask  three  of  your  class  mates  or  friends  to  point  out  the  objectionable 
qualities,  which  they  have  noticed  detract  from  your  personal  power. 
Add  their  opposites  to  the  list  of  positive  qualities  to  be  cultivated. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  31 

NOTES 


32         .SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  33 

NOTES 


34  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  IV 


KNOWLEDGE  OF  HUMAN  NATURE 

Returning  to  the  illustration,  Lesson  II,  we  take  up  the  second 
form  of  ignorance,  and  endeavor  to  crowd  out  ignorance  of  human 
nature  by  a  knowledge  of  human  nature. 


THE  TRIUNE  MAN 

When  we  speak  of  the  triune-man,  we  mean  the  outer  and  visible 
body,  or  physical  man,  the  mind  or  mental  man,  and  the  soul,  or 
spiritual  man. 

We  have  told  you  that  the  first  step  to  a  sale  is  to  attract  favorable 
attention.  We  will  now  consider  the  body,  mind  and  soul  in  relation 
to  personal  attraction. 

Remember  that  all  reference  to  Body,  Mind  and  Soul,  made  in 
this  study,  is  for  the  sole  purpose  of  determining  the  part  each  takes 
during  the  transaction  we  call  "a  sale." 

Body.  The  "physical  man"  or  body,  is  the  present  habitation 
of  the  mind  and  soul,  through  which  they  find  expression.  It  is 
attractive  in  proportion  to  the  beauty  and  strength  of  mind  and  soul 
and  its  growth  and  safety  depend  upon  the  care  with  which  they  watch 
over  it. 

The  body  is  the  machine  of  the  mind  and  soul,  through  the 
senses  it  conveys  to  the  mind  the  attitude  of  the  purchaser,  then  in 
turn  carries  out  such  movements  as  the  mind  directs.  For  instance, 
shaking  hands. 


36  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  bodily  attractions  are  health,  cleanliness,  form,  features  and 
dress. 

Health  is  attractive.  It  radiates  from  its  possessor,  it  inspires 
confidence,  it  assures  us  that  there  is  ability  to  accomplish  great 
things.  Therefore  it  is  necessary  that  the  salesman  realize  the  im- 
portance of  Physical  health  as  an  attraction. 

Cleanliness  promotes  health;  gives  a  feeling  of  buoyancy  and  self- 
respect.  Bodily  cleanliness  should  extend  from  the  tip  of  the  toes 
to  the  finger  nails  and  penetrate  to  the  ears  and  teeth.  Hence  this 
is  where  to  begin  to  make  yourself  attractive.  If  not  scrupulously 
clean  at  this  moment,  put  yourself  in  that  condition  before  you  meet 
anyone  else.  The  test  is  to  examine  your  teeth  and  finger  nails. 

The  symmetrical  form  is  in  itself  an  attraction  and  can  be  preserved 
and  improved  by  care  and  judicious  exercise.  There  are  numerous 
works  on  "physical  culture,"  so  that  it  will  not  be  necessary,  in 
these  lessons,  to  lay  down  rules  for  obtaining  perfection  of  form. 

The  features  are  attractive  only  as  they  express  the  thoughts 
of  the  mind  and  the  emotions  of  the  soul.  The  most  perfect  features 
are  not  attractive,  when  the  mind  which  should  light  up  the  face  is 
vacant  or  occupied  with  gloomy  selfish  thoughts.  On  the  other  hand, 
a  face  formed  by  irregular  features  may  be  wonderfully  attractive, 
when  lighted  up  by  cheerfulness,  unselfish  thoughts  and  lofty  emo- 
tions. 

As  the  dress  should  fit  the  outline  of  the  body,  so  it  should  fit 
the  character  of  the  person  wearing  it.  It  should  be  neat  and  suitable 
for  the  occasion,  but  should  not  be  made  the  most  prominent  feature 
or  the  man  himself  will  be  a  secondary  attraction. 

Mind.  The  mental  man  is  the  intellectual  faculty  to  which  the 
five  classified  senses  convey  all  knowledge  of  people,  conditions,  and 
things  within  the  radius  of  each  sense.  It  is  the  court  that  decides 
what  is  best  for  the  three.  As  the  body  is  nourished  and  built  up, 
so,  too,  can  the  faculties  of  the  mind  be  nourished  and  built  up. 

Regard  each  faculty  you  possess  as  an  apprentice  learning  his 
trade,  one  who  has  promised  to  work  for  you  the  balance  of  your  life. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  37 


Then  you  will  see  that  it  is  to  your  interest  that  they  become  expert 
and  this  can  only  be  accomplished  through  development,  and  you 
alone  can  do  it. 

*For  the  purpose  of  explanation,  we  will  admit  that  the  mind 
of  man  occupies  double  rooms.  In  one  dwells  the  objective  mind; 
in  the  other,  the  subjective.  We  use  the  terms  objective  and  sub- 
jective or,  conscious  and  subconscious  mind,  for  convenience.  We 
do  not  intend  to  convey  the  impression  that  the  sub-conscious  mind 
is  a  separate  mind,  but  that  it  is  auxiliary  to  consciousness  as  a  whole. 

That  we  possess  this  subjective  mind,  that  it  is  in  communication 
with  our  nerve  cells,  which  convey  messages  to  every  part  of  the 
body  is  proven  to  us  by  noticing  how  well  the  bodily  organs,  the 
feet,  hands,  etc.,  perform  each  accustomed  task  without  conscious 
effort  or  force  of  will  on  our  part. 

A  receiving  and  transmitting  battery  is  possessed  by  every  normal 
brain.  The  messages  are  sent  out  by  way  of  nerve  cells  to  the  muscles 
of  the  body  which  produce  changes  that  are  transmitted  through  the 
intervening  space,  by  air  waves  and  light  waves,  thus  reaching  the 
sense  organs  and  finally  the  brains  of  others. 


*  If  this  statement  needs  justification,  it  can  be  furnished  by  students  of  psy- 
chology all  over  the  world.  Sir  John  Herschel  says,  "We  have  evidence  of  a  thought, 
an  intelligence  working  within  our  organization,  distinct  from  our  personality." 
Professor  William  James,  of  Harvard  University,  holds  that  the  subjective  self  is 
nowadays  a  well  accredited  psychological  entity."  Thomas  J.  Hudson,  LL.  D.,  defines 
the  objective  mind  as  "that  which  takes  cognizance  of  the  objective  world.  Its  media 
of  observation  are  the  five  physical  senses;  it  is  the  outgrowth  of  man's  physical  necessity. 
It  is  his  guide  in  his  struggle  with  his  material  environment.  Its  highest  function  is 
that  of  reasoning." 

The  subjective  mind  is  the  seat  of  the  emotions  and  the  storehouse  of  memory. 
It  takes  cognizance  of  its  environment  by  means  independent  of  the  physical  senses. 
It  perceives  by  intuition.  It  performs  its  highest  function  when  the  objective  senses 
are  in  abeyance;  it  guides  us  in  all  automatic  movements,  often  without  attracting 
the  attention  of  the  conscious  mind  as,  where  a  man  regularly  winds  his  watch  at  a 
certain  hour.  Ask  him  five  minutes  after  the  operation  is  performed  and  he  may  not 
be  able,  though  his  life  depended  upon  his  answer,  to  tell  whether  he  had  or  had  not 
wound  the  watch. 

It  is  the  subjective  mind  that  guides  your  feet  in  running  or  walking;  the  objective 
mind  takes  no  heed  unless  there  are  obstacles  or  obstructions  which  the  senses  reveal 
to  it.  The  finished  musician  keeps  his  eye  on  the  written  sheet  while  his  hands  and 
fingers  interpret  on  the  keyboard  that  which  the  eyes  see  upon  the  printed  sheet.  Neither 
the  sense  of  sight  or  feeling  is  directed  to  the  keyboard.  The  work  of  the  hands  is 
intrusted  to  the  subjective  mind,  while  the  objective  mind  is  otherwise,  employed. 
Many  schools  have  introduced  the  touch  system  in  teaching  stenography.  By  this 
method  the  operator  is  enabled  to  keep  his  eyes  on  the  notes  without  giving  conscious 
thought  to  his  fingers  or  the  keys. 


38  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  force  of  the  message  sent  depends  upon  the  importance  and 
truth  (as  it  appears  to  him)  of  the  conviction  the  sender  seeks  to 
transmit,  and  upon  the  intensity  and  enthusiasm  with  which  it  is 
sent  forth.  It  rests,  therefore,  upon  the  sincerity  and  honesty  of 
his  belief  in  the  truth  of  what  he  is  saying  and  his  personal  force  of 
character. 

The  ability  to  receive,  depends  upon  the  proximity  and  open 
receptive  mind  of  the  receiver.  He  must  not  be  put  on  his  guard  or 
antagonized  in  any  way,  else  he  will  steel  himself  against  the  per- 
suasive arguments  of  the  sender.  He  must  not  feel,  either,  that  the 
character  of  the  one  whose  suggestions  he  is  receiving,  is  lower  or 
baser  than  his  own;  else,  he  will  shrink  from  them.  We  yield  only  to 
those  whom  we  admire. 

The  ability  to  transmit  to  the  mind  of  the  customer  the  conviction 
and  enthusiasm  which  the  salesman  cherishes  toward  the  article 
he  has  to  sell,  is  the  secret  of  making  him  a  purchaser.  Words  alone 
will  not  do  it,  for  he  is  ever  on  the  defensive,  alert  and  ready  to  combat 
wordy  arguments  with  words. 

The  air  he  breathes  must  be  charged  with  the  magnetic  thoughts 
of  the  salesman.  In  turn  they  are  rapidly  recorded  upon  the  receiving 
battery  of  the  prospective  purchaser.  The  purchaser  thinks  these 
thoughts  are  his  own  and  recognizes  how  perfectly  they  agree  with 
the  words  the  salesman  is  speaking.  He  sees  the  argument  exactly 
as  the  salesman  presents  it.  His  confidence  is  secured,  he  is  convinced. 

Soul.  The  spiritual  man,  though  we  consider  him  last,  is  the 
most  important  of  the  three.  It  is  generally  conceded  that  the 
physical  man  exists  only  for  a  time  for  the  purpose  of  building  up 
the  one  man  who  never  sleeps,  never  dies,  and  whom  we  have  been 
taught  to  call  the  soul.  Now  as  in  the  case  of  the  mental  man,  try 
and  give  this  spiritual  man  a  form  that  you  may  distinguish  him 
apart  from  the  others. 

We  want  you  to  understand  that  your  soul  is  closer  to  you  than 
your  hands  and  feet;  more  ready  to  do  for  you  than  are  the  hands; 
prompter  to  go  and  fetch  for  you  than  are  your  feet. 

What  we  all  recognize  as  a  "Man"  is,  then,  really,  three  distinct 
men;  their  names  are  Body,  Mind  and  Soul.  The  three  constitute 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  39 


the  man  we  know  as  such — the  man  you  are —  the  man  I  am.  You 
can  comprehend  the  three  as  one,  just  as  you  do  that  bone,  muscle 
and  flesh  form  the  one  physical  man.  You  speak  of  the  head,  the 
trunk,  the  limbs.  So,  too,  in  conformity  with  the  usual  mode  of 
thought  and  expression,  we  wish  now  to  speak  of  THE  Body,  THE 
Mind,  THE  Soul,  as  parts  which  form  the  one  perfect  man. 

Our  object  in  discussing  the  trinity  of  man  is  to  make  the  student 
feel  that  the  unseen  mind  and  invisible  soul  are  each  greater  men 
than  the  body,  capable  of  being  trained  and  worked  every  day  for 
his  own  advancement,  and  for  the  good  of  the  trinity,  the  body, 
the  mind,  and  the  soul. 

Of  the  twenty  foundation  rocks  upon  which  the  science  of  Sales- 
manship is  founded,  one  relates  to  the  building  and  care  of  the  body; 
the  other  nineteen  to  the  building  and  care  of  the  invisible,  but 
evident  mental  and  spiritual  man.  They  are: 

Health  Sobriety 

Character  Fidelity 

Purpose  Loyalty 

Knowledge  Confidence 

Judgment  Enthusiasm 

Energy  Persistency 

Diligence  Determination 

Industry  Magnetism 

Sincerity  Diplomacy 

Stamina  Courage 

This  is  the  foundation  upon  which  you  are  to  build  the  super- 
structure, Character,  and  this  foundation  must  be  laid  on  bed  rock 
or  the  edifice  will  settle,  crumble  and  fall.  Pure  thought,  right 
motives,  worthy  ambitions,  honest  methods  are  the  four  corner  stones 
upon  which  to  build  a  character  that  will  inspire  trust.  Pure  thoughts 
will  leave  you  morally  clean;  right  motives  add  to  your  power  of 
achievement.  A  worthy  ambition  will  be  an  incentive  to  work  and 
rise  above  your  present  position;  honest  methods  mean  giving  to 


40  SALESMANSHIP:  THE  FOURTH  PROFESSION 


others  something  of  more  value  to  them  than  the  money  they  give 
you  in  return. 

Pure  Thoughts 

Right  Motives 
Corner  Stones  ]   Worthy  Ambition 

Honest  Methods 

The  powers  and  privileges  of  body,  mind  and  soul  must  be  con- 
sidered in  relation  to  each  other. 

The  importance  of  each  is  determined  by  its  power  and  influence 
over  the  other  two.  "Body  Man"  cares  nothing  for  either  mind  or 
soul;  though  the  nerve  cells  be  continually  clamoring  for  exercise, 
ease  or  pleasing  sensation. 

Mind,  possessed  of  ambition  and  pride,  is  watchful  for  the  welfare 
of  the  body,  through  whom  he  shines  and  finds  expression.  When 
Mind  is  strong,  Body  is  controlled  by  his  decision;  when  weak,  he 
yields  to  Body's  desire,  thus  often  destroying  his  beauty  or  life. 

The  relation  of  soul  to  mind  is  entirely  different.  Soul  often 
asks  of  the  Mind  what  is  best  for  the  three.  Mind,  in  his  working 
moments,  seems  to  be  in  command,  and  Soul  can  only  accomplish 
his  purpose  by  making  suggestions  to  Mind.  Mind  can  order  them 
carried  out  or  not  as  he  desires. 

We  seek  to  impress  upon  the  student  the  trinity  of  man  for  the 
one  reason  that  body,  mind  and  soul  each  perform  a  part  in  the  exer- 
cise of  scientific  salesmanship. 

If  not  already  convinced  that  you  have  an  influence  that  impresses 
others  almost  unconsciously,  study  and  observe  until  you  are  con- 
vinced of  it. 

It  is  sometimes  called  "personal  atmosphere"  and  may  be  repel- 
lant,  soothing  or  stimulating.  Where  any  of  these  emotions  are 
recognized,  it  is  due  to  the  person  from  whom  the  messages  are 
transmitted  to  your  own  mind.  If  the  character  embodies  your  own 
loftier  ideas,  you  approve  and  are  stimulated.  If,  on  the  other  hand, 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  41 


the  character  is  of  a  lower  order  than  your  own,  you  are  repulsed,  and 
reject  the  suggestions  received. 

"The  moral  law  of  the  universe  is  progress:  Every  gener- 
ation that  passes  idly  over  the  earth  without  adding  to  that 
progress,  remains  uninscribed  upon  the  register  of  humanity, 
and  the  succeeding  generations  trample  its  ashes  in  the  dust." 

— Mazzini. 


QUESTIONS 

1.  What  is  the  subject  of  this  lesson? 

2.  What  do  we  mean  when  we  speak  of  the  Triune-man? 

3.  What  is  the  purpose  of  all  reference  to  body,  mind  and  soul, 

in  this  study? 

4.  Name  the  bodily  attractions. 

5.  Why   should   a   salesman   realize   the   importance   of   physical 

health  as  an  attraction? 

6.  What  alone  determines  the  attractiveness  of  the  features? 

7.  Describe  the  mind,  or  mental  man. 

8.  How  are  you  asked  to  regard  each  faculty  that  you  possess? 

9.  Name  the  two  divisions  of  the  mind  as  given  in  this  lesson. 

10.  What  proof  have  we  in  our  every  day  life  that  we  do  possess 

this  subjective  mind  and  that  it  is  in  communication  with 
our  nerve  cells? 

11.  Explain  how  messages  are  sent  by  every  normal  brain. 

12.  Upon  what  does  a  person's  ability  to  transmit  his  thoughts 

depend? 

13.  Upon  what  does  the  ability  to  receive  depend? 

14.  If  he  is  antagonistic  in  any  way,  how  will  it  effect  the  receiver? 

15.  What  ability  on  the  part  of  the  salesman  is  the  secret  of  making 

the  customer  a  purchaser? 

16.  Why  is  the  spiritual  man,  or  soul,  the  most  important  of  the 

three? 

17.  What  is  our  object  in  discussing  the  trinity  of  man? 

18.  Name  the  twenty  foundation  rocks  upon  which   you   are  to 

build  the  super-structure,  Man. 


42  SALESMANSHIP:  THE  FOURTH  PROFESSION 


19.  Give  the   reasons   why   pure   thought,    right   motives,    worthy 

ambition,  and  honest  methods  are  the  four  corner  stones  upon 
which  to  build  a  character  that  will  inspire  trust. 

20.  What  influence  does  mind  have  over  body? 

Written  exercise  for  this  lesson. 

Write  a  synopsis  of  the  proof  furnished  in  the  footnote  "that  man 
possesses  a  subjective  as  well  as  an  objective  mind,"  and  state  your 
own  opinion  and  observations  in  connection  with  the  same. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  43 

NOTES 


44  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  45 

NOTES 


46  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  V 


SUGGESTION 

It  is  the  aim  of  the  salesman  to  induce  belief  and  cause  action. 
His  Success  depends  upon  his  command  of  the  psychological  con- 
ditions that  produce  belief  and  action. 

There  is  an  atmosphere  of  thought  and  feeling  in  every  interview 
which  may  or  may  not  be  favorable  to  the  action  he  desires  and  it 
is  his  business  to  make  this  atmosphere  count  for  him  instead  of 
against  him. 

How  such  an  atmosphere  is  produced,  how  it  is  maintained  and 
strengthened,  the  experienced  salesman  knows  instinctively,  as  the 
fruit  of  that  experience.  But  his  control  over  the  means  by  which 
the  result  is  reached  can  be  improved  by  the  study  of  the  machinery 
he  uses — namely,  the  human  mind  and  its  laws. 

Psychology  recognizes  two  principal  means  of  producing  belief 
and  action.  They  are  reasoning  and  suggestion.  These  forces  do 
not  work  separately,  but  in  conjunction  with  each  other.  They 
supplement  one  another,  but  they  do  so  in  widely  varying  proportion. 

Sometimes  it  is  the  force  of  reasoning  which  is  preponderant, 
while  suggestion  is  at  a  minimum;  sometimes  suggestion  is  most 
prominent,  while  the  factor  of  reasoning  is  altogether  in  the  back- 
ground. 

The  salesman  therefore  should  be  able  to  handle  effectively  both 
the  force  of  reasoning,  through  argument,  and  the  force  of  suggestion, 


48  SALESMANSHIP:  THE  FOURTH  PROFESSION 


through  personality,  speech  and  action.  Any  weakness  in  either 
is  likely  to  have  an  unfortunate  effect  upon  the  other,  while  whatever 
strengthens  one  will  to  some  extent  increase  the  effectiveness  of  the 
other. 

Reasoning.  A  salesman  who  wants  to  reason  well,  should  be 
a  storehouse  of  information  on  the  details  of  his  business.  He  ought 
to  know  the  needs  of  his  customer,  the  state  of  the  market,  the  char- 
acter and  quality  of  his  goods,  the  nature  of  his  competition.  All 
this  he  should  have  at  his  tongue's  end.  Every  substantial  argument 
must  be  built  upon  relevant  facts  and  presented  in  a  clear  and 
orderly  fashion  to  be  most  effective. 

Suggestion.  The  mind  of  man  might  be  likened  to  a  ball  of  wax. 
Every  impression  made  upon  it  is  retained.  Some  impressions 
are  deeper  than  others  by  reason  of  the  attention  or  force  with  which 
the  impression  is  recorded.  The  mind  preserves  a  mental  record  of 
every  thought  that  comes  to  a  person's  attention. 

That  thought  is  a  great  force  is  undeniable,  as  is  also  the  fact 
that  it  can  project  itself,  as  do  the  sound  waves  thrown  out  by  a 
Marconi  instrument,  and  like  the  wireless  message  come  in  contact 
with  other  instruments  (minds)  which  are  attuned  to  catch  these 
vibrations,  and  through  this  silent  though  forceful  impact  receive 
a  distinct  impression. 

Now  let  this  thought  burrow  deep  into  your  mind.  "Thoughts 
are  real  things,  they  are  a  real  force  that  is  capable  of  making  or 
marring  life."  In  times  past  this  statement  might  have  aroused  a 
feeling  of  ridicule,  but  at  the  present  time  the  realization  of  this 
truth  is  not  limited  to  the  few  searchers  after  truth,  but  is  being 
grasped  by  the  minds  of  many  who  are  utilizing  the  knowledge  in 
the  affairs  of  life. 

Thought  is  the  great  force  that  controls  all  our  actions,  assists 
in  our  advancement  or  retards  and  holds  us  back.  It  is  the  main 
spring  that  moves  us  to  action,  for  every  action  is  proceeded  by  a 
thought. 

Thoughts  are  constantly  passing  through  our  minds  from  the 
time  we  awaken  in  the  morning  until  we  sleep  at  night.  The  average 
man  gives  but  little  heed  to  the  various  thoughts  which  pass  through 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  49 


the  conscious  mind  during  the  waking  hours,  and  but  few  can  take 
a  retrospective  view  of  the  day  and  at  night  recall  the  myriads  of 
thoughts  that  have  been  recorded  upon  the  mind;  yet  all  are  there, 
awaiting  the  master  call. 

The  men  who  do  the  forceful  thinking  are  the  men  who  rule 
the  world.  The  statesmen,  captains  of  industry,  the  eminently 
successful  physicians  and  lawyers:  in  fact,  the  leaders  in  all  lines  of 
effort  have  all  become  what  they  are  through  the  law  of  mental  force; 
whether  they  realize  it  or  not. 

The  salesman  who  does  realize  and  understand  this  Law,  has 
an  immense  advantage  over  his  competitor,  who  does  not,  and  who 
follows  in  the  passive  path  of  mental  effort.  Emerson  evidently 
realized  something  of  this  law  of  mental,  force,  for  he  wrote  "Thoughts 
rule  the  world." 

Every  thought,  whether  unspoken  or  given  the  outward  expression 
of  words,  has  a  real  value. 

James  Edward  Creighton  says,  "Thinking  is  the  intellectual 
act  by  means  of  which  knowledge  is  obtained."  We  do  not  really 
know  any  fact  until  we  think  it. 

Your  thoughts  effect  your  life  for  good  or  ill  in  accordance  with 
the  thoughts  you  create. 

A  person  cannot  entertain  good  thoughts  constantly  and  be 
evil;  neither  can  he  let  evil  thoughts  constantly  possess  him,  and  be 
good.  It  is  the  unalterable  law  of  nature  that  "the  seed  we  sow,  we 
shall  surely  reap  in  kind."  Therefore,  "gather  up  pleasant  thoughts 
in  your  mind,  for  pleasant  thoughts  make  pleasant  lives." 

Because  a  bad  thought  or  mental  picture  comes  unbidden  into 
our  minds,  we  are  not  obliged  to  harbor  it  for  an  instant;  we  can 
train  the  "Will"  to  drive  out  the  unwelcome  guests  and  replace  it 
with  a  positive,  forceful  tenant  that  will  help  us  to  a  stronger  Mental- 
ity. You  cannot  continually  create  thoughts  of  indecision,  fear,  etc., 
and  succeed,  and  just  as  surely  you  cannot  fail  if  you  fix  in  your  mind 
a  determination  to  succeed,  to  go  ahead,  to  persevere,  thus  estab- 
lishing a  process  of  thought  construction  that  draws  assisting  forces 
to  you. 


50  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Thought  is  the  electricity  of  the  brain  which  acts  upon  the  nerves, 
they  in  turn,  act  upon  the  muscles  of  the  body  and  impel  them  to 
action. 

Thus  we  see  that  a  thought  or  belief,  is  always  a  link  in  a  chain, 
which  issues  in  action.  Thought  may  be  started  by  a  stimulus  of 
one's  sense-organs,  as  when  we  see  a  strange  or  interesting,  or  other- 
wise suggestive  object,  or  witness  a  striking  occurrence,  or  hear 
another  speak. 

Thoughts  may  also  be. started  without  any  such  stimulus  to  the 
sense,  by  the  action  of  traces  left  upon  the  substance  of  our  brains, 
by  previous  outward  impressions.  In  either  case,  whether  they  come 
from  without  or  arise  directly  within  the  mind,  they  lead  to  some  sort 
of  action.  Thinking  is  impossible  without  muscular  contraction. 
It  may  be  only  changes  in  the  breathing,  in  the  pulse,  in  small  muscu- 
lar organs  altogether  hidden  from  sight,  or  it  may  be  a  raising  of 
the  arm,  a  clenching  of  the  fist,  a  more  or  less  prolonged  series  of 
movements  constituting  an  overt  action.  But  in  every  case,  thought 
and  feeling  produce  motor  consequence. 

What  is  true  of  thoughts  and  feelings  is  also  true  of  beliefs.  The 
beliefs  we  hold  exercise  a  control  over  the  muscular  apparatus  of 
our  bodies,  that  is  stronger,  more  definitely  directed,  more  permanent 
and  more  efficacious  than  that  exerted  by  our  vagrant  thoughts  and 
fancies.  If  we  believe  that  the  postoffice  is  open,  we  are  inclined 
to  call  for  our  mail.  The  belief  has  set  our  muscles  in  favor  of  that 
action.  If  we  believe  it  is  closed,  our  muscles  are  set  against  it. 

If  we  have  confidence  in  a  salesman,  we  are  prepared  to  listen 
to  what  he  says,  to  believe  his  representation,  to  act  as  he  suggests, 
and  all  this  is  on  the  bodily  side,  a  matter  of  muscular  preparation, 
of  the  opening  or  blocking  of  motor  channels  connected  with  the 
brain  parts  that  are  active  at  the  time,  because  of  the  thought  or 
belief  which  is  present  in  the  mind. 

Two  ideas  may  tend  to  interfere  with  one  another.  A  thought 
may  knock  at  the  door  of  the  mind  and  yet  fail  to  find  entrance 
there,  because  a  contrary  thought  has  already  taken  possession  of 
the  mind. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  51 


Some  thoughts  are  harmonious;  they  tend  in  the  same  direction. 
They  lead  to  the  same  action.  Their  simultaneous  presence  in  the 
mind  is  mutually  strengthening. 

There  are  harmonious  thoughts  and  contrary  thoughts,  so  there 
are  harmonious  beliefs  and  contrary  beliefs. 

Now  we  are  ready  for  a  more  precise  notion  of  what  we  mean 
by  a  Suggestion.  A  suggestion  is  an  idea  or  belief  which  acts  so  as  to 
exclude  a  contrary  idea  or  belief  from  the  mind,  while  it  strengthens 
the  force  of  related  ideas,  and  paves  the  way  for  a  suitable  action. 

Let  us  take  a  few  examples.  Hypnotism  consists  in  producing 
an  abnormal  state  of  mind,  in  which  attention  is  concentrated  upon 
a  very  narrow  field.  The  extreme  attention  thus  given  to  one  thing 
leaves  the  mind  very  suggestible,  so  that  almost  any  idea  which  comes 
from  the  source  upon  which  the  mind  is  focused  will  be  believed,  some- 
times even  against  the  evidence  of  the  senses,  and  almost  any  sugges- 
tion of  action  obeyed,  even  tho  the  act  be  stupid  and  ridiculous. 
The  physician  tells  his  patient  who  has  just  been  hypnotized,  and 
who  is  therefore  wholly  absorbed  in  the  hypnotizer  and  oblivious  to 
all  other  things,  to  stretch  forth  his  hand.  He  tells  him  that  he  cannot 
now  move  it.  The  patient  believes  him,  and  cannot  move  it.  His 
belief  has  blocked  the  channels  of  motor  discharge,  which  would  otherwise 
have  contracted  the  proper  muscles  to  move  the  hand.  This  is  an 
extreme  case  of  great  suggestibility  in  the  abnormal  state;  but  the 
workings  of  suggested  ideas  and  beliefs  in  the  normal  state  are  quite 
the  same  in  principle.  The  only  difference  being  that  in  the  normal 
state  more  contrary  ideas  are  formed,  or  are  free  to  arise;  thus  pre- 
senting obstacles  to  the  unhindered  working  out  of  suggestion. 

Now,  if  sense  perception  and  memory  can  be  so  easily  modified 
by  suggestion  from  without,  it  is  clear  that  action  which  is  much  more 
liable  to  modifying  influence  than  either  memory  or  sense-perception 
must  be  subject  to  control  by  suggestion. 

We  have  learned  that  a  suggestion  is  a  formulated  thought. 
That  it  is  an  idea  that  enters  into  the  mind  with  such  force  and  power 
that  for  the  time  being  it  sets  aside  all  else  and  excludes  all  other 
thoughts.  The  period  of  time  may  be  only  the  fraction  of  a  second. 


52  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  thoughts  we  receive  from  what  we  hear,  see  or  feel  from 
animate  or  inanimate  sources,  either  through  the  five  physical 
senses  or  by  way  of  the  sub-conscious  mind,  are  suggestions  received. 

The  thoughts  we  give  to  others  through  our  personality,  speech 
or  action  are  suggestions  to  others. 

The  thoughts  we  give  to  ourselves  by  repeating  to  ourselves  the 
statements  we  wish  to  believe,  are  auto-suggestions.  "Auto"  means 
self,  "suggestion"  an  impression;  therefore,  auto-suggestion  is  an 
impression  made  on  oneself  by  oneself. 

The  three  general  forms  of  suggestion  we  wish  then,  to  consider 
are: 

Suggestions  received 
Suggestions  to  others 
Suggestions  to  self — or  auto-suggestions 

The  influence  that  suggestions  received  exert  in  shaping  our 
future  lives  is  startling,  and  is  beneficial  or  otherwise,  in  accordance 
with  the  shape  of  the  suggestion  and  its  frequency  of  repetition  con- 
sciously or  unconsciously,  we  tend  to  become  what  others  think  we 
are.  That  is,  the  impression  we  make  upon  others  is  returned  to 
us  again.  To  illustrate;  a  young  man  secures  a  position  with  a 
mercantile  house;  and  is  determined  to  succeed.  He  is  enthusiastic 
in  his  work,  careful  as  to  details  and  honest  in  his  dealings  with 
firm  and  customer.  These  actions  impress  those  with  whom  he  comes 
in  contact  with  the  thought  that  he  is  enthusiastic,  careful  and 
honest,  and  they,  in  turn,  give  back  to  him,  through  the  various 
senses,  their  impression  of  him,  thus  involuntarily  strengthening 
these  qualities. 

Suggestions  to  others  are  given  by  firm  emphatic  statements, 
which  we  believe,  by  repetition,  by  indirect  insinuation  or  hint,  by 
personality,  environment,  objects,  etc. 

Suggestions  to  others,  that  is,  to  the  customer  by  the  salesman, 
should  be  such  as  to  attract  attention,  inspire  confidence,  and  create 
desire  in  his  mind  for  the  article  offered  and  cause  him  to  act  in 
accordance  with  the  suggestions  given. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  53 


Suggestions  to  self  are  received  into  the  mind  in  the  same  way 
as  suggestions  from  others,  by  way  of  the  senses  through  the  outer 
or  observing  mind  (objective  mind)  to  the  auxiliary  or  subjective  mind. 

Suggestions  to  self  are  given  by  emphatic  statements  and  repeti- 
tions, that  is,  by  repeating  to  self  again  and  again  the  statements 
we  wish  to  believe. 

The  dividing  line  between  suggestion  and  auto-suggestion  is 
hard  to  define.  For  example,  one  may  receive  an  impression,  which 
is  the  effect  of  an  outside  influence,  with  such  force  that  it  takes 
a  firm  hold  upon  him,  so  far  it  is  suggestion  received,  but  when 
he  repeats  the  suggestion  to  himself,  it  becomes  auto-suggestion  and 
the  oftener  the  suggestion  is  repeated  the  deeper  the  original  impress- 
sion  becomes. 

The  value  of  auto-suggestion  to  the  salesman  in  character-build- 
ing, self-development,  and  all  the  various  forms  of  self-improvement 
along  mental  lines,  can  not  be  too  highly  estimated. 

"Learning  without  thought  is  labor  lost; 

Thought  without  learning  is  perilous." 

— Confucius. 

QUESTIONS 

1.  Upon  what  does  the  salesman's  ability  to  induce  belief,  and 

cause  action,  depend? 

2.  Name  the  two  principal  means  of  producing  belief  and  action. 

3.  State  how  these  forces  which  work  in  conjunction,  supplement 

one  another. 

4.  How  should  the  salesman  be  able  to  handle  these  two  forces 

effectively? 

5.  Explain  the  resemblance  between  the  mind  and  a  ball  of  wax. 

6.  How  are  impressions  made  on  the  mind? 

7.  What  influence  has  thought  on  our  lives? 

8.  How    may    one    establish    a   process    of   thought    construction 

that  will  help  him  to  succeed? 

9.  Explain  how  thought  produces  action. 
10.     How  may  thoughts  be  started? 


54  SALESMANSHIP:  THE  FOURTH  PROFESSION 


11.  Why  does  a  thought  sometimes  fail  to  find  entrance  into  the 

mind? 

12.  What  are  harmonious  thoughts? 

13.  What  is  a  suggestion? 

14.  What  are  the  thoughts  we  receive  from  all  animate  or  inanimate 

sources,  either  through  the  five  physical  senses  or  by  way 
of  the  sub-conscious  mind,  called? 

15.  What  are  the  thoughts  that  we  give  to  others  through  our 

personality,  speech,  or  action,  called? 

16.  What   are   the   thoughts   we   give   to   ourselves,    by   repeating 

to  ourselves,  the  statement  we  wish  to  believe,  called? 

17.  How  are  suggestions  to  others  given? 

18.  What  kind  of  suggestions  should   be  given   to  the   customer 

by  the  salesman? 

19.  How  are  suggestions  to  self  received  into  the  mind? 

20.  How  are  suggestions  to  self  given? 

Exercise  for  this  lesson. 

Give  yourself  the  Suggestion,  "I  will  improve  my  time."  Repeat 
at  three  separate  intervals  each  day  for  one  week  and  note  the  result. 
At  each  repetition  try  to  sense  its  meaning;  and  do  at  once  whatever 
is  suggested  to  you  at  the  time  as  a  means  of  carrying  out  the  idea 
expressed  by  the  sentence. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  55 

NOTES 


56  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  57 

NOTES 


58  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  VI 


SUGGESTION— Continued 

One  of  the  most  powerful  factors  in  Salesmanship  is  the  law  of 
suggestion.  In  fact,  suggestion  enters  every  department  of  our 
activity  and  plays  a  larger  part  in  moulding  our  character  and  activi- 
ties than  we  are  aware  of.  It  gives  inspiration  and  impels  to  action 
on  the  one  hand,  or  binds  up  one's  personal  power  on  the  other.  At 
one  time  Suggestion  lets  loose  the  combined  powers,  which  act  with 
rapidity  and  decision,  accomplishing  great  things,  while  another 
suggestion,  at  another  time,  clogs  the  machinery  of  personal  energy 
with  the  rust  of  doubt  and  fear. 

A  suggestion  coming  to  one  from  an  external  source  may  encourage 
or  discourage.  We  cannot  always  have  the  helpful  assistance  of 
encouragement  from  others.  Many  suggestions  from  without  tend 
to  clog  our  energies,  rather  than  to  make  them  more  active. 

Our  parents  and  friends  are  prone  to  entertain  doubts  about 
our  achievements  until  we  have  passed  through  the  formative  stage 
and  actually  accomplished  the  thing.  Obstacles  are  many,  real 
helps  are  few.  These  facts  in  human  nature  throw  us  back  upon  our 
own  resources,  our  own  self-reliance,  our  own  self-assertion,  and  we 
must  allow  the  mind  to  receive  and  accept  only  such  suggestions  as 
will  encourage,  inspire,  and  impel  us  to  right  action. 

A  suggestion  coming  from  oneself  may  encourage  or  discourage; 
the  law  of  suggestion  is  just  as  potent  if  the  suggestion  is  made  to 
yourself  by  yourself,  as  if  made  by  someone  else  to  you.  In  other 
words  you  can  persuade,  stimulate  and  energize  yourself,  it  is  your 


60  SALESMANSHIP:  THE  FOURTH  PROFESSION 


privilege  to  live  independent  and  above  the  conditions  surrounding 
you.  Your  self-assertion  is  to  redeem  you  from  the  downward  ten- 
dencies of  your  environment.  It  is  your  privilege  to  rise — to  grow. 

It  has  been  scientifically  and  practically  proven  that  you  may 
suggest  yourself,  in  other  words,  talk  yourself  into  action  and  achieve- 
ment, when  nothing  else  will  spur  you  on.  There  is  power  to  be  laid 
up  in  repeated  auto-suggestions.  Many  a  man  today  has  raised 
himself  out  of  his  lethargy  into  spirited  action  by  systematic  and 
persistent  auto-suggestion. 

He  who  has  the  assistance  of  good  habits  of  thought  or  action 
has  launched  himself  in  a  bark  that  floats  with  the  tide  of  Success. 
Habit  is  but  a  thought  or  act  so  oft-repeated  that  it  has  gained  a 
fixed  tendency  or  momentum. 

Tasks  that  can  be  done  under  the  operation  of  the  sub-conscious 
mind,  where  habit  resides,  are  done  with  ease  and  comfort.  Thoughts 
which  have  become  so  self-operative  as  to  have  become  unconscious 
as  well  as  conscious,  thus  habitual,  are  dominant  in  their  influence 
over  words  and  actions. 

Fortunate  then  is  the  one  whose  self-assertion  of  "I  can  and  I 
will"  as  regards  his  self-control  and  business  achievements,  has 
become  so  habitual  a  mental  characteristic,  as  to  have  fixed  itself 
deeply  and  dominantly  as  a  sub-conscious  factor. 

Get  the  mental  habit,  "I  can  and  I  will,"  woven  into  every  fiber  of 
your  mental  make-up.  This  spirit  in  business  is  invincible.  People 
naturally  gravitate  toward  the  man  whose  attitude  towards  himself 
and  his  ambition  bespeaks  a  determination  to  succeed. 

Keep  the  image,  Success,  constantly  in  your  mind,  fortify  it  with 
incessant  affirmatives,  no  matter  how  paradoxical  it  may  seem  at 
the  time.  Keep  right  on  telling  yourself  that  you  will  do  the  thing 
you  desire  to  do,  formulate  your  purpose  in  a  sentence  and  repeat, 
repeat,  and  repeat  it  to  yourself,  many  times  a  day. 

You  store  self-assertion  by  so  doing.  You  give  the  brain  cells 
a  high  specialization  and  tendency  to  function  on  the  line  of  the  asser- 
tion, with  the  result  that  action  naturally  follows.  Either  conscious 
or  sub-conscious  thought  precedes  every  act  and  gives  to  it  the  word 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  61 


"go."     Action  becomes  habitual,  in  just  the  degree  that  the  thought 
that  impels  it  becomes  habitual. 

Some  people  are  full  of  the  assertion,  "I  can  and  I  will  succeed 
in  my  profession."  With  some  this  auto-suggestion  is  a  natural 
characteristic  of  their  bouyant  nature  and  they  make  no  conscious 
effort  because  "I  can  and  I  will"  has  become  an  habitual  mental 
characteristic,  fixed  dominantly  as  a  sub-conscious  factor. 

Others,  and  this  class  is  in  the  majority,  just  as  habitually  give 
way  to  the  auto-suggestion  of  "I  am  afraid  I  won't  make  it  go." 
To  these  this  gospel  of  self-assertion  should  come  as  an  inspiration. 
If  you  are  in  the  ranks  of  this  majority,  desert  at  once.  Let  tomorrow's 
sunrise  find  you  in  the  ranks  of  those  whose  motto  is  "I  can  and  I 
will."  Wind  up  within  your  brain  a  great  mainspring,  a  great  center 
of  energy  by  repeated  assertion  in  words  and  actions,  that  you  will 
succeed,  patiently,  actively,  joyously  succeed. 

Keep  the  mainspring  tightly  wound  by  your  auto-suggestions  and 
see  to  it  that  it  is  ever  unwinding  in  activities  and  achievements. 

Thus  far  we  have  sought  to  establish  the  fact  of  Suggestion, 
to  explain  the  method  by  which  it  works  and  to  point  out  its  place 
in  the  salesman's  armory  of  weapons.  We  shall  now  discuss  certain 
principles  of  suggestion  which,  if  the  student  will  bear  in  mind,  he 
will  find  helpful. 

First:  Individuals  differ  in  suggestive  power.  No  one  is  entirely 
devoid  of  it.  Everyone  can  inspire  some  one  with  confidence.  Every- 
one can  command  some  degree  of  attention.  Some  individuals  have 
the  gift  of  magnetism  which  is  only  another  name  for  suggestive  power 
in  an  extraordinary  degree.  There  are  speakers  who  carry  us 
along  against  our  wills,  although  their  purely  intellectual  power  may 
be  small;  they  convince  us,  at  least  as  long  as  we  sit  under  the  spell 
of  their  eloquence.  There  are  keen  analytical  minds  who  fail  to  stir 
us  when  they  speak,  their  appeal  leaves  us  cold  and  doubtful,  they 
do  not  develop  enough  momentum  to  carry  others  with  them.  That 
is  why  they  lack  suggestive  power;  they  make  excellent  legal  advisers, 
but  very  poor  jury  lawyers.  Something  else  is  needed  in  a  leader 
of  men  beside  ability  to  reason  and  argue. 


62  SALESMANSHIP:  THE  FOURTH  PROFESSION 


But  in  spite  of  natural  differences,  suggestive  power  can  be  de- 
veloped where  it  is  embryonic  and  strengthened  where  it  is  weak. 

Second:  Individuals  differ  in  suggestibility.  Children  are  more 
suggestible  than  adults.  Adults  differ  greatly  among  themselves. 
There  is  the  man  who  always  honestly  agrees  with  the  last  person 
who  argued  with  him;  and  there  is  "the  man  from  Missouri"  who 
must  be  "shown."  Fatigue  increases  suggestibility,  as  shown  by 
laboratory  experiments.  Intoxicants  also  increase  it. 

Sometimes  we  have  negative  suggestibility,  so  that  the  mind 
works  by  contraries.  In  such  cases,  the  suggested  idea  calls  up  an 
opposite  idea  and  this  gathers  greater  force  than  the  original  sugges- 
tion which  is  finally  disbelieved  or  rejected. 

Where  a  customer  is  suspected  of  contrariety,  the  salesman 
will  always  choose  an  indirect  mode  of  attack.  If  the  customer  is 
suspicious  of  the  trustworthiness  of  salesmen  in  general  he  cannot 
well  be  argued  out  of  it.  He  must  be  shown  indirectly  without 
letting  him  know  that  an  attack  is  being  made  upon  his  prejudice, 
that  this  salesman  at  least  is  different,  that  he  understates  rather 
than  overstates,  that  his  character  is  genuine,  that  his  word  is  to 
be  trusted. 

Third:  An  idea  is  suggestive  in  proportion  to  the  respect  and  liking 
commanded  by  the  person  who  introduces  it.  The  general  personality 
of  the  salesman  figures  quite  as  much  as  his  technical  ability.  A 
reputation  for  fairness,  consideration  for  the  buyer's  interests, 
respect  for  the  individuality  of  the  customer,  a  spirit  of  good  fellow- 
ship— these  things  are  assets  which  lend  weight  to  the  salesman's 
arguments  and  power  to  his  persuasion.  The  salesman's  profession 
is  one  of  the  most  broadening  in  the  world,  because,  to  a  very  large 
extent,  the  qualities  that  make  a  good  salesman  are  exactly  the  same 
as  the  qualities  which  make  a  good  man.  The  weight  of  a  salesman's 
personality  is  so  much  power  lent  to  his  words.  One  should  not 
give  the  impression  of  exhausting  oneself  at  the  first  onset.  Infor- 
mation, argument,  ideas,  held  in  reserve  increase  the  power  of  those 
that  are  revealed.  A  man  should  always  have  more  to  offer  than  the 
occasion  demands,  and  he  should  not  offer  all  that  he  can.  The 
sense  of  unexhausted  resources  is  the  secret  of  power  in  Personality. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  63 


Fourth:  The  suggestiveness  of  an  idea  is  determined  by  the  circum- 
stances and  surroundings  of  its  introduction.  It  pays  to  advertise 
by  the  use  of  "high  art"  calendars  because  the  excellence  of  the 
picture  tends  to  suffuse  the  prospective  buyer's  idea  of  the  article 
advertised.  The  same  principles  hold  in  Salesmanship.  Such  little 
details  as  the  dress  or  manner  of  speech  of  the  salesman  may  give 
an  atmosphere  of  dignity  or  flashiness  or  tawdriness  to  the  goods 
he  sells,  and  to  the  house  he  represents. 

Fifth:  An  idea  is  suggestive  in  proportion  to  the  enthusiasm  and 
depth  of  conviction  with  which  it  is  presented.  A  cold,  lifeless  presentation 
kindles  no  fire  in  the  breast  of  the  buyer.  An  unconvinced  salesman 
is  an  unconvincing  salesman.  A  salesman  who  does  not  respect 
his  own  employers  and  believe  in  their  business  methods  will  not 
make  others  believe  in  them. 

Sixth:  An  idea  is  suggestive  in  proportion  to  the  thoroughness 
with  which  it  has  been  assimilated.  Enthusiastic  familiarity  breeds 
not  contempt,  but  produces  conviction.  Let  a  salesman  be  so  familiar 
with  his  talk,  his  plan  of  campaign,  that  he  can  vary  the  attack  at 
a  moment's  notice,  choose  different  language  according  to  circum- 
stances, approach  it  from  many  sides  with  equal  facility,  and  this 
very  familiarity  with  his  subject  will  give  him  power. 

Seventh:  The  suggestiveness  of  an  idea  is  proportionate  to  the 
absence  of  a  critical  reaction  in  the  mind  of  the  customer.  No  matter 
how  good  an  argument  may  be  as  an  argument,  if  it  seems  counter 
to  deep-seated  prejudices  in  the  mind  of  a  customer,  it  will  stir  up 
opposing  ideas  which  will  defeat  it,  unless  these  can  be  overcome. 
Over-persistency  and  over-emphasis  sometimes  produce  the  same 
effect.  A  presentation  that  is  too  slow,  or  too  long  in  coming  to  a 
head,  gives  time  for  antagonistic  ideas  to  arise  in  the  mind.  The 
salesman  should  seek  to  discover  the  line  of  least  resistance  and  work 
as  fast  as  is  consistent  with  clearness.  Let  him  not  talk  a  minute 
longer  than  is  necessary  to  bring  the  customer  into  an  attitude  where 
he  is  ready  to  make  a  favorable  decision. 

Eighth:  An  idea  gains  in  suggestiveness  by  being  repeated  in  a 
variety  of  ways.  I'll  believe  anything  at  all,"  says  Mr.  Dooley, 
"if  ye'll  only  tell  it  to  me  often  enough."  Unvaried  repetition,  how- 
ever, is  not  so  serviceable  as  repetition  clothed  in  the  garb  of  variety. 


64  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Don't  be  afraid  to  hammer  hard  on  a  strong  point.  Repetition  is 
the  secret  of  most  people's  faith  but  a  bald  repetition  is  tiresome 
and  awakens  distaste.  A  varied  approach  tending  by  many  ways 
to  the  same  end  is  better.  The  ability  to  use  figures  of  speech,  to 
tell  illustrative  stories,  to  vary  one's  phraseology,  are  so  many 
ways  to  sugar-coat  the  pill  of  repetition  and  make  it  sweet  to  the 
taste. 

Ninth:  The  suggestiveness  of  an  idea  depends  on  the  place  it 
occupies  in  the  order  of  presentation.  The  strongest  positions  are 
the  first  and  last.  The  first  impression  is  sometimes  decisive  for 
the  manner  in  which  all  that  follows  will  be  received.  Every  care 
should  be  taken,  therefore,  to  "put  the  best  foot  forward."  The  last 
impression  should  be  a  climax.  If  not,  all  that  precedes  is  weakened. 
Orators  always  pay  particular  attention  to  their  introduction  and 
their  perorations.  What  comes  between  does  not  attract  the  same 
degree  of  attention. 

Tenth:  In  the  case  of  a  normal  well-balanced  mind,  indirect  sug- 
gestion is  more  powerful  than  direct  suggestion.  By  direct  sugges- 
tion is  meant  such  commands  as  "Buy  Pears  Soap,"  "Sign  the  con- 
tract," etc.  By  indirect  suggestion  is  meant  the  production  of 
an  atmosphere  favorable  to  the  action  desired  without  putting  the 
demand  for  such  action  in  the  foreground.  Marc  Antony's  speech 
over  the  dead  body  of  Julius  Caesar,  is  the  classical  example  of 
indirect  suggestion.  He  wanted  to  influence  the  populace  against 
Caesar's  enemies.  But  he  spoke  only  of  Caesar's  merits,  called 
his  assassin's  "honorable  men,"  and  depreciated  violence.  The 
mob  not  being  urged  to  violence  caught  the  idea  spontaneously, 
and  were  all  the  more  enthusiastic  in  the  revolt,  because  it  seems 
to  be  in  response  to  a  prompting  original  with  themselves. 

When  you  allow  a  man  to  draw  his  own  conclusions  from  premises 
furnished  by  you,  he  will  be  more  thoroughly  impressed  with  its 
wisdom  than  when  you  state  it  baldly  yourself.  Sometimes  the 
battle  is  won  by  taking  the  favorable  conclusion  for  granted.  The 
book  agent  presupposes  that  the  prospective  customer  is  going  to 
buy  his  literature  and  assumes  that  the  only  thing  to  be  decided  is 
the  choice  of  binding,  or  the  place  where  the  name  is  to  be  signed, 
and  the  customer  often  falls  in  with  the  idea,  this  being  the  line  of 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  65 


least  resistance.  The  newsboy  who  says  "Which  paper,  sir?"  sells 
more  copies  than  the  boy  who  doesn't  take  it  for  granted  that  you 
are  going  to  buy.  And  the  salesman  who  can  bring  his  customer 
gently  and  insensibly  to  the  point  where  there  seems  to  be  only 
one  step  to  take  and  then  allows  him  to  take  that  step,  without 
interference,  as  if  it  were  on  his  own  initiative,  has  mastered  one  of 
the  finest  and  most  difficult  branches  of  his  art. 


'I  find  the  'great  thing*  in  this  world  is  not  so  much 
where  we  stand,  as  in  what  direction  we'  are  moving." 

— Holmes. 


QUESTIONS 

1.  Are  suggestions  coming  from  external  sources  always  helpful? 

2.  What  is  a  habit? 

3.  What  influence  over  words  and  actions  is  exerted  by  thoughts 

that  have  become  habitual? 

4.  In  what  degree  does  action  become  habitual? 

5.  How  may  you  wind  up  within   your  brain  a  great    mainspring 

or  center  of  energy? 

6.  Can  suggestive  power  be  developed  by  every  normal  person? 

7.  Explain  negative  suggestibility. 

8.  What  is  the  result? 

9.  When  a  customer  is  suspected  of  negative  suggestibility,  what 

must  be  the  method  of  approach? 

10.  How  does  the  respect  and  liking  commanded  by  the  salesman 

influence  the  suggestiveness  of  an  idea  which  he  introduces? 

11.  Name  some  of  the  assets  which  lend  weight  to  his  power  of 

argument? 

12.  Why  should  a  salesman  have  more  information  and  arguments 

to  offer  than  the  occasion  demands? 

13.  What  influence  do  such  details  as  dress,  manner  of  speech,  etc., 

have  on  the  suggestiveness  of  the  goods  the  salesman  offers 
for  sale  and  the  house  he  represents? 

14.  Why  should  a  salesman  be  so  familiar  with  his  talk  or  plan  of 

campaign  that  he  can  change  his  tactics  at  any  moment, 
choose  different  language  according  to  circumstances  and 
approach  it  from  all  sides  with  equal  facility? 


66  SALESMANSHIP:  THE  FOURTH  PROFESSION 


15.  Why  should  the  salesman  seek  to  discover  the  line  of  the  least 

resistance  and  work  as  fast  as  is  consistent  with  clearness? 

16.  How  should  an  idea  be  repeated  to  gain  suggestiveness? 

17.  What  are  the  strongest  positions  in  the  presentation  and  how 

do  they  differ  from  each  other? 

18.  What  is  meant  by  direct  suggestion? 

19.  What  is  meant  by  indirect  suggestion? 

20.  In  the  case  of  a  normal  well-balanced  mind  which  is  the  more 

powerful  direct  or  indirect  suggestion? 

Written  exercise  for  this  lesson. 

Write  a  short  sketch  of  some  man  now  living  who  has  suggestive 
power  in  an  extraordinary  degree,  giving  an  occasion  of  its  demon- 
stration. 

Make  several  statements  expressing  in  a  variety  of  ways  the 
idea  suggested  by  the  following:  "Mr.  Jones,  this  is  the  finest  machine 
of  the  kind  manufactured." 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  67 

NOTES 


68  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  69 

NOTES 


70  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  VII 


THE  DEVELOPMENT  OF  THE  MAN 

We  have  explained  the  relation  of  Body,  Mind  and  Soul  to  Per- 
sonality and  given  an  explanation  of  the  law  of  suggestion  in  its 
application  to  Salesmanship,  to  enable  you  to  take  up  the  develop- 
ment of  yourself  from  the  point  where  we  left  off  at  the  close  of 
Lesson  III.  You  must  from  now  on  (if  you  have  not  already  done 
so)  begin  to  suggest  a  line  of  thought  that  will  enable  you  to  train 
and  develop  your  apprentices  and  make  of  yourself  that  type  of  man 
you  wish  to  be. 

The  following  page  contains  a  list  of  faculties,  qualities  or  appren- 
tices. A  faculty  is  the  power  or  ability  of  doing  something.  The 
faculties  include  all  the  endowments  of  Body  and  Mind.  A  quality 
is  a  distinguishing  characteristic  of  a  person,  an  attribute  or  trait 
that  makes,  or  helps  to  make  him  what  he  is.  An  apprentice  is  a 
helper  who  is  in  training.  Commonly  speaking,  it  is  one  who  gives 
his  services  for  a  term  of  years  in  return  for  the  training  he  receives. 

You  will  note  that  the  terms,  Faculty,  Quality,  and  Apprentices, 
have  practically  the  same  meaning.  We  have  classified  them  in 
their  relation  to  Personality  as: 

Apprentices  of  Mental  Force 
Apprentices  of  Vital  Force 
Apprentices  of  Motive  Force 

Those  of  mental  force  are  qualities  of  the  Mind;  those  of  vital 
force  pertain  to  Body  and  Mind,  and  those  of  motive  force  are  express- 


72 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


Of  Mental  Force  are  < 


ed  in  emotion  by  Body,  Mind  and  Soul.  Select  and  cultivate  those 
you  think  will  assist  you  the  most  in  the  building  and  maintaining  of 
your  structure. 

Will  Power 

Judgment 

Knowledge 

Self-Control 

Concentration 

Determination 

Intuition 

Patience 

Persistency 

Tact 

Desire 

Courage 

Confidence 

Application 

Industry 

Activity 

Energy 

Initiative 

Stamina 

Optimism 

Enthusiasm 

Sincerity 
Honesty 
Loyalty 
Fidelity 
Carefulness 

Of  Motive  Force  are  •{  Neatness 
Economy 
Faith 
Hope 
Charity 

THE  EDUCATION  OF  THE  WILL 

Character  being  the  result  of  tendencies  and  ideas,  as  we  have 
shown  you,  it  is  reasonable  that  man  may  forge  for  himself  whatso- 


Faculties, 
Qualities  or 
Apprentices 


Of  Vital  Force  are 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  73 


ever  brand  of  character  he  desires  by  the  education  and  exercise  of 
the  will,  because  the  will  is  just  a  way,  or  a  very  intricately  complex 
way,  that  man  has  of  being  and  doing. 

The  impOTtance  of  bringing  to  your  aid  this  apprentice,  the 
"Will,"  and  educating  him  to  do  your  bidding,  cannot  be  over- 
estimated; it  is  a  most  vital  factor  in  your  development. 

The  education  of  the  Will  is  accomplished  by  exercise  and  thought 
along  positive  lines.  A  man  who  thinks  along  passive  lines,  letting 
the  thoughts  of  others  sift  aimlessly  through  the  avenues  of  his  brain, 
will  neither  educate  nor  energize  the  will. 

The  education  of  the  will  is  more  interesting  and  of  more  import- 
ance than  the  education  of  any  of  the  other  of  your  apprentices, 
because  Will  controls  and  directs  every  movement  of  the  body  and 
is  ruler  of  all  man's  mental  faculties. 

When  a  man  wills  to  do  anything,  he  does  it.  Will  is  active, 
aggressive,  and  forceful. 

Forceful  thought,  is  the  power  back  of  the  will  which  energizes 
it,  so  that  it  is  able  to  control  action.  We  can  drag  in  by  force,  as 
it  were,  any  idea  which  we  wish  to  use  as  a  starting  point  for  a  new 
direction  of  thought,  to  be  used  in  gaining  a  victory  over  any  other 
line  of  thought.  "Man  is  master  of  suggestion  if  he  will  bu.t  use  the 
Will  with  which  nature  has  endowed  him. 

It  is  principally  through  the  energy  of  the  Will  that  all  other 
faculties  are  developed,  but  like  all  others  it  remains  inactive  unless 
exercised. 

In  all  transactions  that  require  effort,  the  more  energy  put  forth, 
the  greater  force  Will  exerts.  If  you  will  form  the  habit  of  analyzing 
the  different  steps  in  the  process  of  every  important  transaction, 
you  will  readily  see  the  part  each  of  your  apprentices  play  in  the 
transaction,  and  especially  the  part  Will  plays  in  overcoming  all 
opposing  forces.  This  habit  once  formed,  you  will  be  able  to  reason 
quickly  and  more  intelligently,  and  will  understand  the  importance 
of  the  Will  in  life's  drama. 

We  give  the  following  illustration,  showing  the  power  of  Will  over 
Desire  in  the  discharge  of  duty. 


74  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Place,  a  large  wholesale  and  manufacturing  center;  time,  8:00 
a.  m.,  of  a  beautiful  June  day. 

"A,"  salesman,  has  received  word  that  "B,"  residing  in  the  town 

of  W ,  is  about  to  place  an  opening  order  in  his  line.     "A" 

is  on  his  way  to  the  station,  intending  to  catch  the  first  of  several 
trains  which  leave  during  the  day  for  W . 

Suddenly  he  hears  his  name  called.  Turning,  he  discovers  "C" 
a  warm  personal  friend,  who,  with  two  other  friends  in  an  automobile, 
are  rapidly  overtaking  him.  He  awaits  their  arrival.  "C"  called 
out:  "We  have  been  trying  to  reach  you  for  the  past  hour,  and  have 
just  learned  you  were  on  your  way  to  the  station.  You  remember 
we  planned  to  spend  the  first  nice  day  out  at  the  lake,  fishing.  We 
have  lunch,  fishing  tackle  and  everything  arranged  for  a  fine  day's 
sport.  Leave  your  grip  at  the  hotel  and  get  right  in." 

"A"  remembers  that  he  had  planned  for  this  pleasure  trip  on  the 
first  fine  day,  which  fact  had  not  been  recalled  earlier,  owing  to  the 
importance  of  the  business  prospect.  Immediately  the  apprentice, 
Desire,  clamors  for  the  pleasure  of  the  day's  outing.  Knowledge 
tells  him  that  there  are  trains  for  W later  in  the  day;  Judg- 
ment reasons  that  delay  may  bring  failure,  but  is  influenced  by  the 
clamor  of  Desire  reinforced  by  the  suggestive  arguments  of  friends 
portraying  the  pleasure  of  the  trip,  the  feasibility  of  catching  a  later 
train,  etc. 

Similar  occurrences  are  a  part  of  every  man's  experience.  Life 
is  a  battle  between  pleasure  and  duty.  Judgment,  having  weighed 
all  arguments,  decides  "A"  should  make  that  train,  which  decision 
is  carried  out  by  Will. 

Now  if  "A,"  when  seated  in  the  car  on  his  way  to  W takes 

a  retrospective  view  of  the  part  played  by  each  of  his  apprentices 
who  were  parties  to  the  transaction,  he  will  find  that  he  has  elevated 
Will  to  a  higher  plane  in  his  mind  and  that  Will  is  stronger  than 
before,  and  that  a  higher  development  may  be  brought  about  by 
attention,  concentration  of  thought  force  and  constant  exercise. 

Now  let  us  suppose  that  "A,"  instead  of  bringing  Will  into  action, 
had  allowed  Desire  to  have  his  way,  by  concluding  that  the  next 
day  would  do  as  well  for  his  trip  to  W ,  Will  would  have  been 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  75 


weakened  instead  of  strengthened,  and  at  the  next  test  would  have 
had  less  force  to  carry  out  the  decision  of  Judgment. 

It  is  thus  shown  that  the  main  factor  in  the  education  of  the  Will 
is  exercise. 

All  business  transactions  should  be  carefully  planned,  reasoning 
with  yourself  why  you  are  to  do  "thus  and  so,"  and  when  you  have 
fully  decided  upon  a  plan  of  action,  concentrate  upon  the  subject  in 
hand. 

Failure  of  the  best  laid  plans  often  occurs  because  conflicting 
thoughts  are  in  the  mind,  caused  by  doubt,  fear  and  desire. 

The  following  illustration  will  give  an  idea  of  our  meaning: 

"A,"  salesman,  before  starting  out  on  his  day's  work,  writes  out 
a  list  of  business  men  he  wishes  to  call  upon.  Mr.  "B"  is  the  first 
man  on  the  list,  six  blocks  away. 

Concentrating  his  thoughts  upon  his  proposition  and  Mr  "B," 
he  starts  out  to  make  the  call.  One  half  the  distance  is  covered  when 
thoughts  of  this  nature  pass  through  his  mind:  "  'B'  is  a  hard  man 
to  meet,  calling  on  'C'  a  few  blocks  further  on  and  returning  to  'B' 
later  might  be  the  easier  course  to  pursue." 

If  Will  and  the  power  of  concentration  is  sufficiently  developed  in 
"A"  he  immediately  pushes  aside  fear  and  doubt  and  again  concen- 
trating his  thoughts  upon  "B,"  walks  onward  with  a  stronger  feeling 
of  confidence  than  before. 

Or,  on  his  way  to  the  office  of  "B"  he  hears  the  voice  of  a  newsboy 
calling  "All  about  the  election."  Desire  immediately  suggests  a 
purchase.  Judgment  reasons  it  would  be  unwise  to  take  the  time 
now  to  read;  "B"  may  leave  his  office,  or  some  one  else  get  in  ahead; 
it  would  be  better  to  wait  until  you  go  home  and  then  have  a  com- 
plete report.  Will  is  called  into  action;  "A"  passes  quickly  on; 
money  and  time  saved. 

While  you  have  spent  several  moments  in  reading  the  above,  the 
actual  occurrence  would  take  but  a  few  seconds. 

Several  months  ago  a  gentleman  was  standing  on  a  street  corner 
waiting  for  a  car,  when  he  overheard  a  conversation  between  two  boys 


76  SALESMANSHIP:  THE  FOURTH  PROFESSION 


which  greatly    interested    him,    and    he    relates    the    incident    as 
follows  : 

"They  came  from  opposite  directions  and  met  near  where  I  was 
standing.  One  said  to  the  other,  'Hello',  George,  where  are  you 
going?'  'Out  on  31st  Street,'  said  George.  'Say,'  said  the  other, 
'come  along  with  me,  the  boys  are  going  to  organize  a  ball  team  this 
afternoon.'  George  thought  a  moment  and  then  said,  'No,  I  can't 
go;  I  have  to  deliver  a  message.'  'Oh,  come  on/  said  the  other, 
'you  can  deliver  the  message  afterward.'  George  deliberated  again. 
(I  thought  the  desire  to  go  with  his  friend  was  about  to  overcome  the 
decision  of  his  Judgment.)  George  said,  'No,  I  must  go  now.' 
'Well,'  said  the  other  boy,  'you  are  missing  lots,  and  maybe  you  can't 
get  into  the  team  this  summer.'  George  admitted  this  might  be  true. 
Just  then  the  car  came  and  George  and  I  boarded  it.  I  sat  down 
beside  him  and  said,  'Well,  young  man,  you  missed  a  good  deal  by  not 
going  with  your  friend,  didn't  you?'  'Yes,'  he  replied,  'I  did  want  to 
go,  and  I  came  near  going,  too,  but  I  believe  by  hurrying  when  I  get 
off  the  car  I  can  deliver  the  message  and  get  back  in  time  to  get  into 
the  game  after  all." 

Now,  what  had  this  boy  done?  He  had  overcome  Desire,  and  by 
the  aid  of  Will  Power,  Determination  and  Courage,  carried  out  the 
decree  of  Judgment,  and  was  unconsiously  developing  qualities  which 
lead  to  Success. 

The  above  illustrations  show  something  of  the  working  of  the 
mind  faculties.  The  sooner  you  consider  seriously  the  great  possi- 
bilities of  development  through  the  thought  forces  at  your  command, 
the  sooner  you  will  begin  to  develop  your  apprentices  to  do  your 
bidding. 

If  you  expect  to  become  a  successful  salesman  bear  this  thought 
in  mind  and  refer  to  it  frequently  until  it  becomes  a  permanent 
belief:  "I  set  myself  unalterably  to  the  task  of  achieving  success  as 
a  salesman,  by  developing  power,  plus  power,  highest  power;  that  is, 
complete  control  of  all  the  faculties  of  body,  mind  and  soul." 

OUR  COURT-JUDGMENT 

Judgment  is  the  Court  each  man  sets  up  for  himself  and  all  his 
actions  should  be  passed  on  by  this  Court  and  conform  to  its  decisions. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  77 


No  Court,  with  a  proper  sense  of  its  responsibilities  to  the  com- 
munity or  to  the  parties  whose  rights  it  is  to  dictate,  would  think  of 
forming  a  decision  and  entering  judgment  directing  what  should  be 
their  future  course,  until  after  the  contending  parties  had  been 
brought  before  the  Court,  examined,  given  their  evidence  and  that 
of  their  witnesses. 

All  civilized  countries  recognize  that  courts  of  justice  are  essen- 
tial to  good  government,  and  while  many  civil  cases  are  tried  by  jury, 
quite  frequently  cases  are  tried  on  points  of  law.  There  is  something 
in  the  atmosphere  of  a  court  room  that  has  a  strange  fascination  for 
many  people. 

If  you  have  ever  been  in  a  court  room,  especially  in  country  dis- 
tricts, you  can  picture  to  yourself  a  scene  like  this:  The  Judge,  calm 
and  serene,  before  him  the  attorneys  for  the  prosecution  and  defense, 
the  witnesses  on  both  sides  and  the  jury. 

The  Judge  has  given  the  orders  for  the  Sheriff  to  bring  the  prisoner 
before  the  Court,  and  the  Sheriff  obeys  that  order  without  question 
and  without  delay. 

Inquiry  is  made  of  the  prisoner  by  the  Court  as  to  whether  or 
not  he  is  guilty  of  the  charge  preferred  against  him.  He  may  plead 
guilty,  and  then  sentence  is  pronounced  accordingly.  Should  he 
enter  a  plea  of  "not  guilty,"  then  the  trial  proceeds  and  all  the  evi- 
dence for  and  against  the  defendant  is  produced.  Though  the  prisoner 
may  be,  in  fact,  guilty,  and  deserving  of  punishment,  he  often  pleads 
his  innocence  in  the  hope  that  upon  his  trial,  by  subterfuge,  false 
statement,  or  the  pleading  of  his  lawyer,  he  may  escape  the  penalty 
that  is  his  due. 

Upon  trial  every  art  may  be  resorted  to  and  all  kinds  of  tricks 
used  to  win  the  favorable  opinion  of  the  Court,  by  attempted  excite- 
ment of  sympathy,  and  perhaps  passion;  but  above  the  tumult  of 
prejudice  and  artifice,  sits  the  even-minded,  upright  Judge,  who  dis- 
passionately decides  the  case  in  accordance  with  the  truth,  and  upon 
principles  of  equity  and  justice,  and  the  Sheriff  stands  ready  to  unhesi- 
tatingly carry  out  the  Court's  decree. 

In  order  that  your  Court  may  determine  the  habits  and  character- 
istics that  are  injurious  to  you,  summon  as  your  witness  your  own 


78  SALESMANSHIP:  THE  FOURTH  PROFESSION 


reasoning  faculties  and  take  their  evidence.  Secure  also  the  evidence 
of  your  friends  and  associates;  after  the  evidence  is  all  in,  weigh  it 
carefully  and  when  a  habit  or  characteristic  is  condemned,  sentence 
it  to  everlasting  banishment.  Judgment  must  be  just  and  firm  and 
not  permit  itself  to  be  influenced  by  the  clamor  of  desire  or  the  plead- 
ing of  habit.  Not  alone  is  it  necessary  to  call  upon  judgment  to 
decide  on  your  character  traits,  but  every  future  action  should  be 
considered  before  this  Court,  Judgment. 

Without  the  means  to  bring  parties  or  causes  before  it,  without 
a  Sheriff  to  unquestioningly  obey  its  commands  and  execute  its 
decrees,  a  Court  is  wholly  impotent  and  inefficient  for  its  tasks. 

Will,  the  Sheriff  of  the  Court  Judgment,  will  faithfully  execute 
all  the  orders  of  the  Court  so  long  as  that  Court  does  not  waver  nor 
recall  its  orders.  Will  is  on  good  terms  with  Desire  and  Inclination, 
but  will  arrest  either  when  ordered  to  do  so  by  the  Court. 

Habit  is  permitted  to  control  a  man's  actions,  but  Will  can  restrain 
or  eject  Habit  when  Judgment  so  orders. 

We  will  suppose  you  have  examined  yourself  and  decided  upon 
following  a  certain  course.  That  decision  was  made  by  the  Court 
Judgment,  after  listening  to  all  arguments  for  and  against. 

Do  not  make  the  mistake  of  again  reviewing  the  arguments,  as 
one  decision  is  sufficient.  To  do  so,  is  to  evince  doubt,  and  while 
you  entertain  doubt,  you  waver  or  hesitate: — "Will"-  halts  in  the 
exercise  of  purpose,  and  to  halt  is  to  delay  progress. 

To  illustrate  this  point,  let  us  use  a  description  of  a  steam  shovel, 
lised  in  transferring  grain  from  cars  to  elevator  bins. 

"In  the  elevator  the  cars  are  not  allowed  to  wait  long;  they  have 
come  into  the  electrical  atmosphere  of  hurry;  seals  are  broken,  and 
the  car  door  rolls  back,  and  then,  in  a  moment,  the  grain  makes  its 
first  acquaintance  with  the  steam  shovel.  The  power  shovel  is  attach- 
ed to  a  rope  wound  upon  an  ingenious  drum,  situated  on  a  revolving 
shaft,  and  if  one  takes  hold  of  it  and  walks  away,  it  will  unwind 
easily  and  so  far  as  one  pleases,  so  long  as  he  does  not  stop.  The 
moment  the  operator  does  stop,  however,  it  will  begin  to  wind  up,  and 
haul  him  back  to  the  point  from  which  he  started." 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  79 


Your  habits  and  negative  character  traits  form  the  rope.  Will 
power  has  hold  of  the  rope,  and  has  started  to  unwind  it;  keep  him 
going  and  it  will  unwind  until  there  is  not  a  single  strand  to  bind  you; 
halt  him  and  back  goes  the  rope,  binding  you  as  firmly  as  before. 

To  judge  oneself,  however,  is  a  far  more  difficult  task  than  to 
judge  others.  We  do  not  see  ourselves  as  others  see  us.  To  judge 
one's  own  tendencies  and  qualifications,  requires  self-scfutiny  and 
self-investigation;  and  to  pass  upon  these,  frankness  and  fearlessness. 
Square  dealing  must  be  the  governing  principle.  Let  your  weaknesses 
and  faults  be  tried  before  this  tribunal  of  judgment  with  unrelenting 
frankness  and  impartiality. 

When,  after  due  trial  and  inquisition  into  the  character  of  your 
own  powers,  habits  and  tendencies,  you  have  arrived  at  a  decision 
that  is  unbiased,  let  nothing  swerve  you  from  the  line  of  duty  in  its 
execution.  By  the  exercise  of  Will,  let  that  execution  be  punctual, 
effectual  and  thorough,  and  as  the  Sheriff  has  behind  him  the  whole 
power  of  the  State,  so  should  the  Will,  this  unseen  Sheriff  of  the  inner 
man,  have  behind  him  the  whole  power  of  the  man  and  permit  no 
obstacle  to  thwart  the  execution  of  the  Court's  decree. 

The  timorous,  wavering,  uncertain  man,  without  a  will  that 
knows  no  defeat,  no  retreat,  when  a  line  of  duty  is  marked  out,  is 
not  equipped  for  Success  in  Salesmanship,  any  more  than  a  Court  is 
equipped  for  justice  without  a  Sheriff  to  carry  out  its  decree. 

In  your  self-examination  it  will  be  well  to  make  use  of  retrospec- 
tion and  introspection.  In  the  sense  we  use  these  terms,  retrospec- 
tion means  calling  up  before  the  mind  the  happenings  of  the  past  day 
or  whatever  period  of  time  you  are  reviewing  and  introspection  taking 
an  inventory  of  your  own  actions  in  connection  with  these  happenings, 
and  the  result  of  such  attitude  and  actions  upon  your  personality. 

By  analyzing  previous  actions,  personal  behavior,  treatment  of 
others;  maintenance  of  self-respect,  etc.;  you  may  determine  whether 
you  are  the  kind  of  a  man  you  think  you  are  or  wish  to  be. 

This  is  the  way: — Every  night  when  all  is  quiet,  lie  with  your 
eyes  closed  and  mentally  review  the  day.  It  will  be  hard  to  remember 


80  SALESMANSHIP:  THE  FOURTH  PROFESSION 


much  that  has  happened  at  first,  but  by  sticking  to  it,  it  will  become 
easier.  If  you  have  been  less  the  man  than  you  intended  to  be, 
resolve  to  be  better  and  carry  out  that  resolve. 

"Every  man  stamps  his  value  upon  himself, — 
Man  is  made  great  or  little  by  his  own  Will." 

—Schiller. 

QUESTIONS 

1.  What  is  the  subject  of  this  lesson? 

2.  How  are  the  faculties,  qualities  or  ''apprentices"  classified? 

3.  Name  the  Apprentices  of  Mental  Force. 

4.  To  what  do  the  Apprentices  of  Vital  Force  pertain? 

5.  Name  them. 

6.  How  are  the  Apprentices  of  Motive  Force  expressed? 

7.  Name  them. 

8.  By   what   means   may   man   forge   for   himself   whatever   kind 

of  character  he  desires? 

9.  How  is  the  education  of  the  will  accomplished? 

10.  State  the  principle  means  through  which  all  the  other  faculties 

are  developed. 

11.  What  is  the  name  of  the  Court  each  man  sets  up  for  himself? 

12.  When    a   habit   or   characteristic   has   been   condemned,    what 

should  its  sentence  be? 

13.  How  shall  this  order  be  executed? 

14.  Why  is  it  a  mistake  to  again  review  the  arguments  when  once 

you  have  formed  a  decision? 

15.  Why  is  it  easier  to  judge  others  than  it  is  to  judge  ourselves? 

16.  What  is  required  to  judge  one's  own  tendencies  and  qualifi- 

cations? 
1?.     What  does  retrospection  mean  in  the  sense  we  wish  to  use  it? 

18.  What  does  Introspection  mean? 

19.  What  knowledge  will  you  gain  by  analyzing  previous  actions? 

20.  Give  the  quotation  at  the  close  of  this  lesson. 

Written  exercise  for  this  lesson. 

Give  an  example  of  a  transaction  in  which  several  apprentices  are 
involved,  using  an  experience  of  your  own  if  possible. 

Also — 

Practice  Retrospection  and  Introspection  every  night  for  one 
week. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  81 

NOTES 


82  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


83 


NOTES 


84  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  VIII 


APPRENTICES  OF  MENTAL  FORCE 

Will  Power:  We  have  shown  you  in  the  previous  lesson  that 
Will  Power  is  the  force  through  which  you  are  to  control  and  bring 
to  perfection  all  the  positive  qualities  and  eliminate  all  the  negative 
qualities,  but  strong  Will  Power  set  in  the  wrong  direction  towards 
evil  action,  will  encompass  your  destruction,  as  surely  as  it  will 
bring  you  to  sucess  and  honorable  position  if  set  in  the  right  direc- 
tion towards  the  achievement  of  the  four  corner  stones  mentioned  in 
Lesson  IV. 

Judgment:  Judgment  is  the  mental  faculty  by  means  of  which  a 
deliberate  conclusion  is  reached.  If  we  say  that  a  man  has  "sound 
judgment,"  we  mean  that,  having  weighed  the  facts  he  comes  to  a 
conclusion  that  can  be  depended  on  as  being  correct,  hence  his  opinion 
would  have  more  weight  than  that  of  the  man  who  lacked  judgment. 

The  only  way  to  acquire  a  good  sound  judgment  is  to  form  the 
habit  of  mental  deliberation,  reasoning  out  the  matter  in  hand  before 
deciding  what  to  do  or  what  not  to  do. 

Pass  judgment  on  every  intended  action  before  it  is  committed 
and  every  thought  before  it  is  spoken;  learn  to  think  before  you  act 
and  you  will  have  fewer  causes  for  regret.  As  you  continue  to  exer- 
cise judgment,  and  to  profit  by  your  experiences,  it  will  become 
easier  and  take  less  time  for  you  to  decide  on  the  best  plan  of  action. 

The  man  who  sails  in  without  thinking,  reasoning  or  studying 
the  situation  has  nine  chances  to  fail  where  he  has  one  to  succeed. 
He  might  happen  to  strike  it  right,  but  the  chances  are  he  will  not. 


86  SALESMANSHIP:  THE  FOURTH  PROFESSION 


There  are  many  problems  that  confront  the  salesman  where  the 
ability  to  come  to  a  quick  and  safe  conclusion  is  a  vital  factor  in  his 
success,  or  where  an  error  in  judgment  may  mean  the  loss  of  a  sale, 
or  customer,  so  it  behooves  the  salesman  to  cultivate  the  faculty  of 
judgement. 

Knowledge:  Knowledge  is  neither  an  inheritance  nor  an  endow- 
ment and  must  be  acquired  through  the  medium  of  the  senses  by 
observation,  by  study  and  by  thought. 

The  earth  has  been  inhabited  by  people  of  intelligence  for  thous- 
ands of  years,  and  each  generation  has  left  its  contribution  in  the 
storehouse  of  accumulated  wisdom. 

The  educated  man  or  woman  has  simply  drawn  from  this  store- 
house such  truths,  such  facts,  as  he  or  she  could  assimilate,  and  we 
can  assimilate  or  use  only  that  which  accords  with  the  stock  we 
have  before  acquired,  by  experience  and  observation.  The  broader 
and  more  extended  these  two  sources  of  information  have  been  the 
greater  will  be  our  capacity  to  absorb  the  knowledge  which  is  again 
only  a  record  of  the  experience  and  observation  of  those  who  have 
lived  before  us. 

Every  well  equipped  lighting  plant  has  a  large  storage  battery 
which  they  charge  during  the  day,  while  the  load  is  light;  and  at 
night  when  the  generators  are  pushed  to  the  limit,  the  storage  batteries 
are  flooded  on  to  help  carry  the  load. 

Our  brains  are  "our  storage  batteries"  and  they  should  be  charged 
with  knowledge  and  ideas  in  leisure  hours  that  the  mind  may  have 
a  reserve  force  in  time  of  strain. 

"Knowledge  is  power"  only  when  accompanied  by  the  will  to 
make  use  of  it. 

Self-Control:  A  lack  of  self-control  is  a  negative  trait  that  will 
block  your  progress  from  the  start  and  often  cause  a  failure  of  the 
best  laid  plans 

IBy  Temper 
By  Nervousness 
By  Indulgence 
By  Egotism 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  87 


The  test  for  this  defect  is  to  ask  yourself:  "Do  I  get  angry  and 
by  words  or  actions  injure  my  standing  or  the  cause  I  am  advocating?" 
"Do  I  allow  myself  to  show  signs  of  nervousness,  fretfulness,  or 
impatience?  Do  I  eat  or  drink  that  which  my  judgment  has  con- 
demned as  not  for  my  best  good,  or  as  positively  injurious?"  "Am 
I  egotistical?"  "Do  I  boast  of  my  deeds  or  indulge  my  wit  to  ridicule 
others?" 

To  have  your  temper  always  under  control,  does  not  imply  that 
you  must  never  by  word  or  act  let  it  be  known  that  you  have  one. 
The  display  of  temper  that  we  warn  you  against  is  more  of  occasion 
than  of  kind.  Never  allow  yourself  to  show  anger  while  talking  with 
a  customer.  If  you  do,  the  chances  are  that  you  will  lose  him. 

Never  display  anger  in  argument  or  controversy;  if  you  do, 
your  opponent,  if  cool  and  self-possessed,  will  have  the  advantage 
of  you. 

Instead  of  making  a  quick  retort,  or  thinking  a  negative  thought, 
immediately  bring  Will  Power  into  action.  Think  a  good  thought, 
Judgment  will  then  come  to  your  aid  and  with  patience  you  will 
come  out  the  victor. 

Not  only  is  this  true  when  your  temper  threatens  to  overcome 
your  control,  but  also  in  approaching  a  customer,  and  in  your  attempt 
to  take  the  first  step  towards  the  consummation  of  a  sale;  for  when 
you  have  the  customer's  attention  and  are  concentrating  your  mind 
upon  the  subject  in  hand,  his  mind,  just  at  that  time,  may  be  attuned 
to  yours  and  capable  of  receiving  a  mental  suggestion. 

If  a  negative  thought  comes  into  your  mind  at  the  time  it  is 
likely  to  leave  some  sort  of  an  impression  on  his  mind  that  is  detri- 
mental to  you. 

Nervousness  is  usually  the  result  of  self-consciousness.  The 
time  to  think  of  yourself  is  when  you  are  washing,  dressing,  eating, 
not  when  you  are  approaching  or  talking  with  a  customer.  At 
such  times,  self  should  never  be  in  mind.  You  cannot  improve  your 
dress  by  thinking  of  it;  your  words  are  less  forceful  when  carefully 
selected  and  studied  gestures  are  always  awkward. 

Exercise  self-control  by  concentrating  every  thought  upon  the 
work  before  you;  i.  e.,  to  convince  the  person  to  whom  you  are  talk- 


88  SALESMANSHIP:  THE  FOURTH  PROFESSION 


ing,  do  not  be  embarrassed  or  over-awed  by  the  purchaser's  great- 
ness or  the  position  he  occupies;  brace  yourself  by  suggesting  to  self; 
"He  is  only  a  man  and  I  am  just  as  good  as  any  man."  You  should  be. 

Indulgence  is  usually  intemperance,  and  causes  you  to  move 
backward  instead  of  forward;  control  your  appetite  and  your  pleas- 
ures absolutely. 

A  just  appreciation  of  self  is  a  valuable  quality,  it  keeps  down 
nervousness  and  restrains  a  man  when  tempted  to  commit  acts 
that  lower  him  in  the  sight  of  others.  Self-approval  and  self-esteem 
go  a  long  way  toward  making  a  man  a  success.  We  usually  accept 
as  the  true  standard,  a  man's  own  estimate  of  himself  and  only  change 
our  opinion  when  he  fails  to  live  up  to  that  standard. 

Think  as  highly  of  yourself  as  you  can,  and  then  live  and  act 
up  to  your  standard  but  the  moment  you  commence  to  tell  others  of 
your  good  opinion  of  yourself,  that  is  egotism,  distasteful  if  not 
disgusting  to  all  business  men. 

Do  not  boast  of  your  work,  it  shows  for  itself,  others  know  what 
you  are  doing,  and  a  word  of  eulogy  from  them  carries  more  weight 
than  a  column  of  self-praise.  Do  not  boast  of  judgment,  yours  is 
made  known  by  all  your  actions. 

You  may  speak  of  self-control,  or  your  power  of  will.  We  advise 
you  to  do  so  at  least  to  intimate  friends.  They  will  not  think  the 
less  of  you,  and  your  mentioning  it  will  strengthen  each  of  these 
valuable  traits. 

You  will  find  auto-suggestion  a  powerful  agent  in  acquiring  self- 
control.  In  fact  self-control  can  be  acquired  only  through  auto- 
suggestion, backed  by  will  power. 

Concentration:  Concentration  is  that  faculty  of  the  mind  which 
enables  one  to  fix  his  attention  on  one  subject  or  problem  to  the 
exclusion  of  every  other  thought  and  hold  it  there. 

The  ability  to  concentrate  your  whole  mind  upon  the  one  task 
with  which,  for  the  moment,  you  are  engaged,  carries  with  it  a  power 
that  will  overcome  all  difficulties,  remove  all  obstacles,  and  crown  your 
efforts  with  success. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  89 


The  sun's  rays  scatter  as  they  bestow  a  mild  warmth  upon  what- 
ever object  they  fall,  but  take  a  glass  that  will  concentrate  many 
rays  within  a  given  space  and  the  heat  becomes  so  intense  that  it 
will  blister  your  hand  or  fire  the  stick  of  wood  over  which  it  is  held. 
But  to  produce  such  effect  it  must  be  held  steadily  focused  always 
upon  the  one  point.  If  the  hand  that  holds  the  glass  wavers,  the  effect 
is  scattered.  If  clouds  pass  between  the  sun  and  the  glass,  the  sun's 
rays  are  for  the  moment  shut  off,  and  the  object  cools. 

Your  mind  is  to  you  what  the  sun  is  to  the  earth.  It  illumi- 
nates your  whole  being,  shines  forth  from  your  face,  is  reflected  in 
your  words  and  actions,  and  when  it  is  focused  upon  one  object,  let 
it  be  what  it  may,  that  object  cannot  withstand  its  power,  but  let  the 
mind  waver  and  the  effect  produced  is  slight,  the  clouds  of  doubt, 
fear  or  self-interest  intervene,  and  the  object  cools  at  once. 

If  the  object  is  the  purchaser  and  you  the  salesman,  and  doubt 
and  fear  occupy  your  mind  for  the  instant,  it  may  be  conveyed  to 
his,  or,  perhaps  you  are  explaining  a  proposition  or  showing  your 
goods,  when  suddenly  a  thought  of  self-interest,  or  a  thought  entirely 
foreign  to  the  subject  in  hand  finds  lodgment  in  your  mind,  your  cus- 
tomer at  this  vital  moment  loses  interest,  takes  up  another  train  of 
thought  and  the  sale  is  lost. 

It  is  related  of  Horace  Greeley  that  one  of  the  most  powerful 
editorials  he  ever  wrote  was  written  while  standing  on  the  sidewalk, 
watching  a  mighty  procession  march  down  the  street.  Its  appear- 
ance suggested  to  him  a  train  of  thought,  and  from  his  pocket  he 
drew  a  packet  of  old  letters,  the  backs  of  which  served  as  scribbling 
paper;  from  off  his  head  he  took  the  big  stiff  hat  and  used  the  crown 
as  a  writing  desk.  Down  the  streets  of  New  York,  passing  him  as  he 
wrote,  marched  thousands  of  men  to  the  music  of  the  bugle,  the  fife 
and  drum.  Yet  he  saw  nothing,  heard  nothing  but  the  cry  of  the 
voice  within  himself,  whose  words  he  was  recording.  That  was 
concentration  demonstrated. 

You  may  have  listened  to  a  sermon  or  lecture  and  at  its  close 
not  been  able  to  recall  a  sentence  of  what  has  been  said.  You  may 
have,  at  times,  picked  up  a  book  and  read  a  whole  page,  without 
knowing  anything  about  what  you  have  read.  The  mind  was 


90  SALESMANSHIP:  THE  FOURTH  PROFESSION 


occupied  with  other  matters.  But  proof  that  you  can  control  your 
thoughts  is  furnished  when  you  determine  that  you  will  concentrate 
them  on  what  you  are  reading. 

You  go  back  and  read  again,  holding  your  thoughts  strictly  to 
what  is  written  on  the  page.  You  understand,  you  comprehend, 
you  have  concentrated  your  thoughts  where  you  would.  You  can 
train  your  mind  to  think  on  any  subject  you  will. 

If  you  desire  to  accomplish  a  certain  thing  you  should  arrange 
the  thoughts  of  the  proceedure  in  your  mind:  "I  will  do  thus  and 
so."  Start  out  with  a  set  purpose  in  view,  and  concentrate  your 
mind  on  the  point  at  issue;  use  will  power. 

Concentration  may  be  developed  by  cultivating  a  fixed  habit 
of  observation,  and  of  close  attention  to  whatever  the  mind  under- 
takes, until  that  particular  thing  is  distinctly  comprehended. 

Determination:  Determination  is  but  another  of  the  avenues 
through  which  Will  Power  finds  expression.  To  cultivate,  bring  to 
each  deliberated  detail  of  Salesmanship  every  required  power  you 
possess.  Begin  and  enforce  the  practice  of  cool  deliberation  prior 
to  all  important  action.  Whatever  you  undertake  "do  your  level 
best  at  it."  Its  motto  is  "I  can  and  I  will." 

Intuition:  Modern  science  and  practical  tests  have  convinced 
us  that  the  human  mind  possesses  a  faculty  that  many  fail  to  take 
account  of.  It  has  been  called  "Intuition."  It  is  a  means  of  silent 
communication.  We  have  all  witnessed  its  exercise,  felt  its  influ- 
ence, as  distinctly,  as  unmistakably  as  we  have  that  of  the  human 
voice. 

Intuition  is  the  power  of  coming  to  a  conclusion  seemingly  with- 
out a  definite  reason.  We  said,  seemingly,  for  there  is  always  a 
reason,  and  that  reason  is  that  the  conclusion  is  reached  through 
suggestions  received,  though  we  may  be  unconscious  that  we  are 
receiving  suggestions. 

Heed  well  and  consider  carefully  your  first  impressions;  that 
is,  the  character  picture  of  the  man  that  is  instantly  flashed  to  your 
mind  when  you  first  meet  and  before  either  has  spoken.  Trust  and 
act  upon  that  first  impression,  for  it  is  conveyed  to  you  by  "intui- 
tion," which  never  reasons  but  is  generally  right. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  91 


The  "intuitional  will"  may  be  developed  by  cultivating  the  inner 
listening  attitude,  that  is,  placing  the  mind  in  a  receptive  condition 
so  that  it  easily  receives  impressions,  and  affirming  persistently  the 
determination  to  know  men,  their  motives  and  intentions. 

Patience:  "Patience  is  not  passive,  on  the  contrary,  it  is  active, 
it  is  concentrated  strength.  Many  people  consider  patience  a  com- 
monplace virtue,  not  to  say  a  tame  and  insipid  one,  but  rightly 
appreciated,  it  is  grand  and  heroic.  Without  it,  the  strongest 
character  has  a  dangerously  weak  spot,  which  at  any  moment  may  be 
its  ruin.  With  it,  the  otherwise  weakest  has  an  invincible  strength." 
"There  is  as  much  difference  between  genuine  patience  and  sullen 
endurance  as  between  the  smile  of  love  and  the  malicious  gnashing 
of  teeth." 

Habits  and  characteristics  are  tenacious.  You  can  hardly  expect 
to  free  yourself  of  them  in  a  day  or  a  month.  It  requires  constant 
watchfulness,  eternal  vigilance,  the  never-halting  Will,  to  unwind 
the  coil  and  free  you  from  their  embrace. 

Cities  are  not  built  in  a  day,  neither  can  you  accomplish  all  you 
desire  in  a  short  period  of  time.  You  must  be  willing  to  ascend  the 
ladder  of  success  step  by  step  and  each  day  you  develop  some  posi- 
tive quality,  will  your  grasp  on  the  rounds  of  life's  ladder  become 
more  secure. 

We  do  not  advocate  the  principle  that  prompts  one  to  sit  down 
and  wait  for  results.  The  real  meaning  of  the  old  adage,  "All  things 
come  to  him  who  waits,"  is  that  if  a  person  puts  forth  well  directed 
energy  and  continues  persistently  and  patiently,  he  will  get  what 
he  is  working  and  waiting  for.  "Keep  working  while  you  wait." 
"All  things  come  to  him  who  waits,"  when  the  one  who  waits  is 
working  with  every  force  at  his  command  to  get  the  things  for  which 
he  is  waiting. 

Persistency:  Persistency  is  continuity  of  purpose,  just  sticking 
to  whatever  you  undertake  until  you  have  accomplished  it.  "Per- 
sistent people  begin  their  success  where  others  end  in  failure." 

Many  a  man  has  stopped  just  short  of  achievement,  frightened 
by  his  surroundings  or  discouraged  by  seeming  obstacles  before  him. 
Some  there  are  who  give  up  without  apparent  cause.  They  lack 


92  SALESMANSHIP:  THE  FOURTH  PROFESSION 


continuity  of  purpose,  lack  persistency, — a  fatal  defect,  a  weak  link 
in  character  that  could  have  been  strengthened  by  following  to 
completion  every  task  undertaken. 

It  was  persistency  that  made  General  Grant  famous,  that  won  for 
Admiral  Farragut  the  laurels  for  which  he  had  longed  all  of  his  life. 
He  was  past  sixty  years  of  age  at  the  time  his  fleet  entered  Mobile 
Bay.  Sheridan  did  not  know  when  he  was  whipped,  and  so  turned 
defeat  into  victory.  Thousands  before  and  since  his  time,  have  won 
because  they  did  not  know  that  they  were  beaten.  They  had  dis- 
dained to  learn  the  meaning  of  the  word  "fail,"  or  perchance,  learning 
all  too  well,  its  bitter  meaning  had  promptly  strengthened  the  weak 
line  of  character  to  such  an  extent  that  the  thought  of  failure  had  not 
occurred  to  them. 

Never  give  up.  The  prize  may  be  within  reach;  a  few  more  steps 
may  make  you  a  winner. 

Persistency  and  Patience  make  a  strong  team  and  will  take  you 
to  the  end  of  the  road.  Remember  the  story  of  Robert  Bruce  and 
the  spider. 

Six  times  had  Bruce  struggled  to  regain  his  crown  and  failed. 
Fatigued  and  discouraged  he  was  hiding  from  his  enemies  in  a  cave, 
when  he  noticed  a  spider  trying  to  swing  from  one  part  of  a  rock  to 
another  by  a  long  web.  Again  and  again  the  spider  made  the  attempt 
and  failed.  Bruce  had  counted  six  times,  when  the  similarity  of 
their  failures  struck  him,  and  he  said  to  himself:  "If  the  spider 
tries  again  and  succeeds,  I  will  make  one  more  attempt  to  regain  my 
kingdom."  You  know  the  result;  he  tried  again  and  won. 

The  persistent  will  is  developed  by  thought  and  "hanging  on," 
merely  because  tempted  to  "let  go,"  by  putting  through  unimportant 
matters,  bringing  to  the  best  finish  every  detail  no  matter  how  trivial. 

Tact:  Tact,  defined,  means  saying  or  doing  the  right  thing  at 
the  right  time,  in  the  right  way  and  in  the  right  place. 

Just  study  this  definition  carefully.  It  covers  the  whole  ground* 
and  is  a  lesson  in  itself.  Then  picture  its  absence  in  the  unpopular 
man  or  woman  who  is  always  saying  or  doing  the  wrong  thing.  How 
you  dislike  and  shun  the  man  who  prides  himself  on  telling  the  truth 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  93 


always,  without  regard  to  time  or  place.  Such  is  he  who  feels  called 
upon  to  notice  the  deformity  of  the  cripple,  so  reminding  him  of  it. 
Truth — in  itself  a  jewel — becomes  a  scourge,  a  poisoned  arrow,  in 
the  hands  of  a  tactless  person. 

A  tactful  person  is  ever  alert  to  ward  off  all  that  may  hurt,  or 
produce  discomfort;  to  do  and  say  the  thing  that  suggests  to  others 
a  feeling  of  self-approval,  thus  placing  them  at  ease. 

"No  matter  how  able,  efficient,  or  versatile  a  young  man  may 
otherwise  be,  if  he  lacks  tact  he  will  be  a  bungler  all  through  his  life, 
and  will  work  at  a  great  disadvantage.  He  will  constantly  be  getting 
into  'hot  water'  with  the  people  with  whom  he  deals,  his  clients, 
patients,  customers  and  employees. 

"Nothing  smooths  the  way  to  comfort,  to  success  and  enjoyment, 
like  tact.  In  fact,  tact  as  a  promoter,  as  a  stepping  stone  to  success, 
has  no  equal.  No  other  faculty  can  take  its  place,  and  education 
cannot  compensate  for  it." 

In  the  field  of  selling,  Tact  plays  a  most  important  part.  It  is 
necessary  for  the  salesman  to.  study  his  prospective  customer  con- 
stantly during  the  interview,  to  direct  the  conference  along  the  lines 
of  least  resistance,  and  to  assume  the  attitude  and  arguments  that 
seem  the  most  pleasing  and  agreeable. 

Only  the  man  who  has  neglected  entirely  the  faculty  of  Tact 
will  ever  disagree,  dispute,  contradict  or  in  any  way  irritate  his 
prospect.  Especially  in  his  introduction  or  in  making  his  approach 
will  the  successful  salesman  find  that  the  exercise  of  Tact  will  smooth 
the  way  and  make  it  possible  to  accomplish  what  he  never  could 
otherwise. 

It  is  often  necessary  for  us  to  make  several  attempts  to  break 
down  the  reserve  or  coldness  which  we  encounter  in  those  with  whom 
we  attempt  to  talk  business.  This  requires  Tact.  If  we  find  one 
method  unsuccessful,  we  must  try,  as  it  were,  to  get  in  from  a  differ- 
ent angle.  It  reminds  one  of  the  sailor,  when  in  his  desire  to  sail 
to  the  opposite  side  of  the  lake  in  a  hurry,  he  finds  to  his  disgust  that 
he  is  "up  against  a  head-wind."  Nothing  daunted,  however,  he  sets 
the  sails  and  with  proper  manipulation  and  scientific  "tacking"  he 
is  able  to  direct  the  boat  first  at  one  angle  and  then  at  another  until 


94  SALESMANSHIP:  THE  FOURTH  PROFESSION 


he  has  actually  used  what  may  have  seemed  an  obstacle — appro- 
priated the  head-wind  to  accomplish  the  very  thing  it  seemed  the 
said  head-wind  would  prevent.  So  the  tactful  salesman  will  often  over- 
come the  head-winds  which  he  finds  himself  "up  against." 

No  doubt  more  people  become  popular  among  their  acquaint- 
ances through  Tact  than  from  the  possession  of  any  other  faculty, 
simply  because  the  tactful  person  unconsciously  and  without  effort 
never  antagonizes;  seemingly  agreeing  with  everyone  else,  is  opti- 
mistic and  generally  a  purveyor  of  geniality,  good  will  and  cheerful- 
ness. Naturally  such  a  person  is  popular  and  more  likely  to  get 
what  he  wants  than  if  he  were  otherwise. 

The  tactful  will  is  developed  by  thought  and  the  practice  of 
adjustment  to  others.  With  everlasting  courtesy,  alertness  and 
effort  to  attain  intuitional  ability. 

Desire:  Desire  like  fire  and  water  is  a  good  servant,  but  a  bad 
master,  and  should  always  be  subservient  to  the  Court,  Judgment, 
and  be  forced  to  obey  its  decision  by  the  exercise  of  the  Will. 

Will  controls  and  directs  every  member  of  the  body  is  ruler 
and  king  of  all  man's  mental  faculties;  Desire  is  its  most  trouble- 
some subject,  requiring  more  force  and  power  to  restrain  than  all 
the  others  combined.  You  must  distinguish  clearly  between  the  two. 

When  a  man  wills  to  do  anything,  he  does  it.  Will  is  active, 
aggressive,  forceful;  desire  is  subject  to  the  will  and  is  often  restrained 
by  reason,  and  may  remain  inactive  through  apathy  or  fear  of  conse- 
quences. 

On  the  other  hand,  Desire  may  be  of  great  service,  if  rightly 
placed  and  backed  up  by  determination  to  secure  the  position  or 
perfection  desired.  Underlying  all  human  action,  there  must  be  a 
desire  for  that  action,  before  it  can  be  carried  into  effect.  We,  there- 
fore, urge  you  to  cultivate  a  desire  for  the  qualities  that  make  a  strong 
personality,  and  also  a  desire  for  your  rightful  share  of  the  material 
things  of  this  life.  But,  one  may  desire  enormously,  and  dream 
himself  into  failure,  unless  he  supports  that  desire  by  a  strong  Will, 
backed  by  persistent  effort. 

"A  man  must  stand  erect,  not  be  kept  erect  by  others." 

— Marcus  Aurelius 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  95 


QUESTIONS 

1.  Define  the  faculty,  Judgment. 

2.  What  do  we  mean  when  we  say  a  man  has  sound  judgment? 

3.  How  is  knowledge  obtained? 

4.  How  is  lack  of  Self  Control  demonstrated? 

5.  What  special  display  of  temper  is  the  salesman  warned  against? 

6.  How  may  he  overcome  the  disposition  to  make  a  hasty  retort 

or  think  negative  thoughts? 

7.  Why    should   the    salesman    be    careful    about    entertaining    a 

negative  thought  when  talking  with  a  customer? 

8.  What  is  usually  the  cause  of  nervousness? 

9.  How   may   you   overcome   consciousness   when   interviewing   a 

prospective  customer? 

10.  Why  is  a  just  appreciation  of  self  a  valuable  quality? 

11.  What  agencies  have  we   at  our  command  for  acquiring  self- 

control? 

12.  What  is  Concentration? 

13.  What  will  be  the  effect  on  the  customer  if  the  salesman,  lacking 

concentration,  allows  his  thoughts  to  wander  or  thoughts 
foreign  to  the  matter  in  hand  come  into  his  mind,  when 
showing  his  goods? 

14.  How  may  Concentration  be  developed? 

15.  How  are  conclusions  reached  by  Intuition? 

16.  How  is  the  intuitional  will  developed? 

17.  What  is  persistency? 

18.  How  is  the  persistent  will  developed? 

19.  Define  Tact. 

20.  How  is  the  tactful  will  developed? 


Written  exercise  for  this  lesson. 

Relate  an  incident  that  has  come  under  your  own  observation, 
illustrating  the  efficiency  of  tact  in  handling  the  situation;  and  draw 
a  comparison  of  the  situation  in  the  hands  of  a  tactless  person. 


96  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  97 

NOTES 


98  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  IX 


APPRENTICES  OF  VITAL  FORCE 

Courage:  When  we  speak  of  courage  we  mean  that  positive 
quality  of  the  mind  that  carries  with  it  a  spirit  to  advance  boldly 
and  without  fear.  Frank  C.  Haddock,  in  his  "Power  Book,"  "The 
Culture  of  Courage"  says,  "One  may  fear  so  long  that  the  thought 
becomes  a  habit,  the  trend  of  mental  activities  sets  towards  the  idea 
and  feeling  of  fear  under  all  conditions,  and  fear  becomes  the  most 
easily  and  readily  suggested  thing  in  life.  On  the  contrary,  one  may 
think  courage  until  the  very  idea  is  habitual  in  the  sub-conscious 
self  and  at  every  occasion  of  experience,  the  courageous  attitude 
and  feeling  leap  into  consciousness,  and  inspire  the  whole  personality." 

Cultivate  courage  by  thinking  courage  until  it  becomes  habitual, 
by  going  right  at  whatever  your  judgment  tells  you  is  right  boldly 
and  without  fear.  Do  not  be  afraid  to  undertake,  it  is  the  only  way 
to  accomplish  anything.  Give  yourself  auto-suggestions  of  courage. 
"I  am  equal  to  the  occasion.  I  have  nothing  to  fear.  I  have 
courage.  I  dare  to  undertake  because  I  know  that  I  can  accom- 
plish, etc." 

There  is  another  kind  of  courage.  It  is  the  courage  of  the  soul. 
It  makes  a  man  oblivious  to  ridicule  or  criticism  when  he  knows  that 
he  is  right.  Makes  him  say  no,  when  tempted  to  do  anything  dis- 
honorable. 

Confidence:  A  large  amount  of  self-confidence,  coupled  with  a 
manly  character  are  a  young  man's  best  capital,  but  self-confidence 
to  be  effective  must  be  sincere  and  the  result  of  knowledge  and 


100  SALESMANSHIP  :  THE  FOURTH  PROFESSION 


ability.  For  the  salesman,  self-confidence  must  be  the  result  of 
faith  in  his  house,  his  goods,  and  his  own  ability.  Conceit  is  not 
confidence,  and  confidence  due  to  ignorance  soon  meets  its  Waterloo. 

It  is  impossible  to  inspire  confidence  in  the  minds  of  others 
without  having  this  apprentice  properly  developed,  without  confi- 
dence in  yourself.  To  gain  and  hold  the  confidence  of  others,  you 
must  also  be  worthy  of  it.  People  want  to,  love  to,  give  their  con- 
fidence; they  are  all  seeking  the  man  they  can  trust,  and  every  man 
will  give  you  his  confidence  when  he  feels  that  he  can  trust  you  abso- 
lutely, with  never  a  fear  or  a  doubt  but  you  will  do  that  which  is  for  his 
own  best  interest. 

You  must  have  the  confidence  of  a  firm  or  an  individual  to  secure 
and  hold  their  trade.  They  must  know  that  they  can  depend  on 
what  you  say.  It  will  take  time  to  secure  their  entire  confidence 
because  they  must  have  proof,  but  their  confidence  begins  the  moment 
you  start  right. 

A  breath  tainted  with  liquor  is  a  confidence  killer. 

Fear  is  an  enemy  of  self-confidence.  Banish  fear  and  press  con- 
fidently forward.  Believe  absolutely  in  your  ability  to  do  whatever 
you  set  yourself  to  do  and  then  do  it.  Self-confidence  stirs  one  to 
effort. 

Self-confidence  may  be  developed  by  knowledge,  by  auto-sug- 
gestion of  confidence  and  indomnitable  will  power. 

Application:  Most  men  fail  to  rise  above  the  level  of  medio- 
crity because  of  lack  of  effort,  lack  of  application.  Their  doubts  and 
fears  tie  their  hands  and  feet  and  obstruct  their  brains,  thereby 
making  inpossible  effort  and  exercise. 

Every  young  man  has  vastly  more  latent  power  and  energy  than 
he  can  realize  until  he  connects  the  circuit  of  his  batteries,  allowing 
his  power  to  flow  from  brain  cell  to  brain  cell.  The  switch-board  is 
enthusiastic  and  determined  application  to  the  task  in  hand  or  in 
preparation  for  that  task. 

Application  is  developed  through  determined  Will  Power,  concen- 
tration, persistence,  and  patience. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  101 


Industry:  Success  is  seldom  achieved  by  indolent  brilliancy, 
but  often  by  industrious  mediocrity.  Industry  means  employing 
one's  time  and  effort  to  the  best  advantage  day  after  day.  Habitual 
diligence,  industry,  more  than  genius,  is  responsible  for  all  great 
achievements  in  any  line  of  work. 

When  Paderewski,  the  great  pianist,  finished  playing  one  of  his 
masterpieces  before  Queen  Victoria,  she  said  to  him,  "Monsieur,  you 
are  a  genius."  He  answered,  "Ah,  yes,  Your  Majesty,  you  call  me 
a  genius  now,  but  for  fourteen  long  years  in  old  Warsaw  I  practiced 
and  practiced  and  practiced.  Then  they  called  me  a  drudge.  Now, 
you  call  me  a  genius."  Was  Paderewski  a  born  musician?  No,  but 
at  birth  he  had  the  elements  of  music  more  highly  developed  than 
many  others.  It  was  work,  work,  work,  and  more  work,  that  devel- 
oped that  quality,  music,  until  he  attained  the  high  position  in  the 
musical  world  he  now  holds. 

If  you  will  pay  the  price  in  Labor,  effort  and  courageous  appli- 
cation, we  are  confident  you  have  latent  talent  and  power  sufficient 
to  make  an  eminent  success  in  any  field  or  labor  you  may  enter.  But 
do  not  forget  the  price  of  achievement.  Effort,  courageous  hopeful 
effort. 

Activity:  His  failure  to  realize  that  the  waste  of  time  is  a  squan- 
dering of  money,  is  largely  responsible  for  keeping  the  poor  man 
bankrupt. 

A  part  of  each  day  should  be  devoted  to  rest  and  healthful  diver- 
sion, but  when  the  time  spent  in  this  way  ceases  to  be  a  means  of 
recuperation  for  physical,  mental  or  spiritual  man,  it  is  wasted. 

We  told  you  in  Lesson  II,  that  the  way  to  overcome  indolence 
was  by  the  practice  of  activity.  Few  people  realize  how  much  of 
their  time  is  spent  close  to  the  dead  line  of  inactivity. 

The  standard  of  perfection  is  one  hundred  percent.  To  merit 
this  you  must  be  profitably  employed  ten  hours  per  day.  If  your 
work  for  each  day  is  accomplished  in  six  or  eight  hours,  those  remain- 
ing should  be  devoted  to  needed  recreation.  Time  spent  in  mental 
development  is  profitably  employed.  Activity  of  the  mental  facul- 
ties is  quite  as  important  as  activity  of  the  physical  faculties. 


102 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


For  the  purpose  of  helping    you    find    out    how    much    of    your 
time  is  profitably  employed,  we  introduce  the  following  chart. 


1        £       345"      6       7       8       9       10      11       IZ    13     14-       IS 


40 


50 


20 


10 


'FRED  DEWEY  ' 

In  keeping  an  account  of  your  time  on  this  chart,  be  honest  with 
yourself,  give  yourself  your  just  dues  and  no  more.  The  object  of 
its  use  is  strengthening  weak  lines  of  your  character  by  having 
placed  before  you  each  day  a  record  of  time  and  money  lost,  for  time 
if  rightly  employed  is  money. 

The  figures  at  the  top  denote  the  days  of  the  month,  and  the 
spaces  below  are  for  the  marks  denoting  the  percentage  of  time 
employed  each  day.  For  instance,  if  you  have  put  in  only  five  hours, 
or  one  half  day,  draw  a  horizontal  line  across  the  blank  opposite  the 
figure  fifty.  If  you  have  worked  ten  hours,  opposite  the  figure  one 
hundred,  and  so  on.  -  If  you  have  only  worked  five  hours,  you  have 
lost  fifty  percent  of  your  time  for  that  day. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  103 


A  similar  chart  may  be  used  for  strengthening  any  weak  faculty. 
Several  charts  may  be  kept  at  the  same  time,  and  the  results  carried 
out,  on  to  another  chart  showing  the  results  of  your  character  build- 
ing as  a  whole. 

This  chart  is  a  facsimile  of  the  one  kept  for  the  first  half  month 
by  Fred  Dewey.  He  possessed  many  of  the  qualities  that  make  a 
good  salesman;  but,  like  all  the  rest  of  us,  he  had  some  weak  lines. 
He  loved  ease,  or  as  he  used  to  put  it,  "was  born  tired."  He  was, 
however,  ambitious  to  make  money — perhaps  with  the  object  of 
taking  life  easy  with  the  approach  of  old  age.  He  had,  heretofore, 
kept  no  record  of  the  time  he  lost,  but  had  a  dim  suspicion  that  it 
would  average  about  one  day  for  each  week. 

He  was  engaged  in  selling  cream  separators  direct  to  the  farmers. 
His  field  covered  a  good  dairy  country,  and  farmers  were  well-to-do. 
He  believed  he  had  just  what  they  wanted  and  a  money  saver  for 
them.  He  had  established  headquarters  in  a  country  town  where 
he  had  secured  special  rates  on  the  promise  of  a  two  weeks  stay.  He 
made  arrangements  for  a  team  the  night  before  at  the  livery  stable 
around  the  corner,  and  was  determined  to  test  the  field  by  putting 
in  a  full  week's  work;  but  the  following  morning  he  overslept,  and  it 
was  after  eight  o'clock  when  he  finished  his  breakfast.  He  felt  as 
though  he  would  like  a  quiet  smoke  before  starting  out,  so  he  bought 
a  cigar,  found  an  easy  chair  on  the  porch  where  there  were  several 
others,  occupied  by  "good  fellows"  like  himself;  and  as  it  looked  like 
rain,  he  thought  he  would  wait  a  bit  and  see  what  the  weather  was 
going  to  be.  After  a  time  he  went  around  to  the  livery  stable  to  ask 
the  proprietor  what  he  thought  about  the  weather;  it  looked  more 
like  rain;  he  thought  he  would  wait  a  little  longer,  perhaps  it  would 
be  only  a  shower.  On  the  way  back  he  stepped  into  a  billiard  hall 
and  became  interested  in  a  game  of  pocket  pool.  When  he  came 
out  all  signs  of  rain  had  disappeared,  the  sun  was  shining  brightly, 
but  it  was  close  to  eleven  o'clock — no  use  to  start  out  before  dinner. 
He  went  to  the  stable  and  ordered  the  team  to  be  ready  at  one 
o'clock  sharp,  and  got  away  at  that  hour. 

The  first  day  the  record  stood,  then,  as  you  see  it;  fifty  per  cent 
of  his  time  was  lost,  worked  five  hours.  That  night  he  put  up 
with  a  farmer  and  was  on  the  road  early  in  the  morning,  putting  in 


104  SALESMANSHIP:  THE  FOURTH  PROFESSION 


a  full  day,  worked  ten  hours.  The  next  night  he  stopped  again  at  a 
farm  house  and  the  following  day  worked  the  full  ten  hours  time; 
the  fourth  day,  after  closing  a  second  sale  by  ten  A.  M.  he  persuaded 
himself  that  he  must  have  his  mail  so  he  headed  the  team  for  town 
— twelve  miles  away.  A  good  bath  and  a  full  dinner  and  the  con- 
sciousness of  a  little  weariness  suggested  a  half-hour's  nap.  It  was 
nearly  four  P.  M.  when  he  awoke, — no  use  to  go  out  any  more  that 
day. 

The  fifth  day  he  got  out  on  time  and  did  a  good  day's  work,  but 
as  night  approached  he  had  that  tired  feeling  and  a  longing  for  his 
hotel  room,  so  he  pulled  again  for  town. 

The  next  day  was  Saturday  and  he  had  been  told  that  the  farmers 
all  came  to  town  that  day;  no  use  to  go  out;  expense  of  team  for 
nothing,  would  try  to  canvass  some  of  the  farmers  while  they  were 
in  town,  but  found  them  too  busy  and  intent  upon  making  other 
purchases  to  grant  him  any  time.  This  day  was  lost. 

The  next  day  was  Sunday.  He  concluded  at  night  that  he  had 
spent  half  the  time  properly  and  profitably,  so  marked  it  fifty  per 
cent.  But  the.  six  working  days  showed  a  bad  record  for  time  em- 
ployed— three  days  and  a  half,  plus  three  hours,  was  the  total — 
thirty-eight  hours  work  out  of  a  possible  sixty,  or  380  per  cent  of  a 
possible  600  per  cent  (perfection.)  He  divided  thirty-eight  by  sixty 
and  got  .63^,  showing  percentage  of  time  employed;  subtracted  that 
from  one  hundred,  showing  36f  per  cent  of  time  lost,  which  was  one- 
third  of  his  time. 

His  net  commissions  for  the  week  were  $41.65.  "Not  so  bad." 
you  say,  and  that  is  what  eased  him;  but  they  should  have  been  over 
$60,  and  would  likely,  if  Fred  had  put  in  all  his  time. 

It  did  not  rain  that  first  day ;  his  mail  would  have  been  quite  as  safe 
in  the  office  until  Saturday  noon;  all  the  farmers  did  not  come  to 
town;  and  right  here,  take  notice,  that  a  rainy  or  stormy  day  is, 
among  farmers,  a  red-letter  day  for  salesmen;  he  finds  them  un- 
occupied, with  minds  free  from  care,  and  glad  of  the  diversion  that 
a  stranger  brings.  He  is  sure  of  a  reception  and  of  the  attention 
of  his  purchaser.  The  best  day's  records  we  have  ever  known,  were 
made  by  agents  who,  undeterred  by  rain  or  storm,  found  their  cus- 
tomers as  we  have  described. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  105 


But  we  must  return  to  Fred  Dewey  just  long  enough  to  say  good- 
bye. We  have  reproduced  his  "activity  record"  and  given  you  a 
brief  outline  of  his  movements  for  the  first  week  as  a  means  of  con- 
veying to  you  an  important  lesson;  we  feel  quite  certain  that  you 
will  be  able  to  discover  for  yourself  the  one  that  his  story  imparts, 
without  further  aid  from  us.  You  will  see,  by  tracing  up  the  lines 
for  the  next  week  that  he  did  much  better,  but  even  with  the  improve- 
ments, lost  twenty-five  percent  of  his  time. 

This  daily  record  he  adopted  we  want  you  to  make  yours;  use  it 
not  only  in  strengthening  the  weak  line  of  character,  activity,  but 
in  strengthening  others  that  you  know  to  be  weak.  You  will  find 
that  the  process  of  strengthening  one  quality  builds  up  all  the  rest. 

The  plan  of  character  building  set  forth  in  this  lesson  is  not  new. 
Benjamin  Franklin,  while  yet  a  young  man,  discovered  it  and  applied 
it  to  himself  over  one  hundred  years  ago.  We  copy  from  his  biog- 
raphy— read  what  he  says: 

"It  was  about  this  time  that  I  conceived  the  bold  and  arduous 
project  of  arriving  at  moral  perfection.  I  wished  to  live  without 
committing  any  fault  at  any  time,  and  to  conquer  all  that  inclina- 
tion, custom  or  company  might  lead  me  into.  As  I  knew,  or  thought 
I  knew,  what  was  right  or  wrong,  I  did  not  see  why  I  might  not 
always  do  the  one  and  avoid  the  other.  But  I  soon  found  out  that 
I  had  undertaken  a  task  of  more  difficulty  than  I  imagined.  While 
my  attention  was  taken  up  in  guarding  against  one  fault,  I  was  often 
surprised  by  another.  Habit  took  advantage  of  inattention.  In- 
clination was  sometimes  too  strong  for  reason. 

"I  concluded  at  length  that  the  mere  speculative  conviction  that 
it  is  to  our  interest  to  be  completely  virtuous,  is  not  sufficient  to 
prevent  our  slipping,  and  that  the  contrary  habits  must  be  broken 
and  good  ones  acquired  and  established  before  we  can  have  any 
dependence  on  a  steady,  uniform  rectitude  of  conduct." 

He  then  goes  on  to  describe  his  methods  of  cultivating  the  prin- 
ciples which  he  considered  necessary  for  building  up  character: 

"I  made  a  little  book  in  which  I  allotted  a  page  for  each  of  the 
virtues.  I  ruled  each  page  with  red  ink,  so  as  to  have  seven  columns, 
one  for  each  day  of  the  week,  marking  each  column  with  a  letter 


106  SALESMANSHIP:  THE  FOURTH  PROFESSION 


for  the  day.  I  crossed  these  columns  with  thirteen  red  lines,  mark- 
ing the  beginnings  of  each  line  with  a  first  letter  of  one  of  the  virtues, 
on  which  line  and  in  its  proper  column,  I  might  mark  by  a  little  black 
spot  every  fault  I  found  upon  examination  to  have  been  committed 
respecting  that  virtue  upon  that  day. 

"After  a  year,"  he  naively  remarks,  "I  was  surprised  to  find 
myself  so  much  fuller  of  faults  than  I  had  imagined,  but  I  had  the 
satisfaction  of  seeing  them  diminish." 

All  of  us  who  are  familiar  with  the  history  of  Franklin's  life' 
know  that  he  got  rid  of  the  stumbling  blocks  that  impeded  his  prog- 
ress in  the  upbuilding  of  character,  and  substituted  in  their  place 
what  he  termed  "virtues,"  which  stamped  his  personality  as  the  great- 
est among  great  men  of  his  time. 

Where  he  could  overcome  and  substitute,  there  we  can  also,  and 
we  know  of  no  better  method  than  that  which  he  inaugurated  of 
keeping  a  daily  record,  carrying  out  a  firm  resolution  to  improve  it 
each  day;  just  one  day  at  a  time;  and  that  time  is  today.  Yesterday, 
with  its  mistakes  and  its  lost  opportunities,  is  gone;  tomorrow  is 
only  a  promise;  but  today  is  here  now;  it  won't  last  long.  Make 
the  most  of  it.  Surely  we  can  do,  just  for  this  one  day,  that  which 
we  know  is  best. 

Energy:  Energy  is  a  combination  of  strength  and  activity.  It 
is  one  of  the  most  important  factors  in  the  existence  of  every  person 
in  the  work-a-day  world.  Did  you  ever  visit  the  power  house,  where 
the  energy  is  created  and  sent  forth  to  propel  the  street  car  and 
thousands  of  machines  throughout  the  city?  If  not,  we  ask  you  to 
do  so,  and  to  observe  with  studious  care  the  evolution  and  involution 
of  the  vast  amount  of  energy  directed  through  the  city  buildings  or 
across  distances  of  many  miles.  Its  functions  and  those  of  the  brain 
are  similar  and  the  suggestions  you  receive  will  well  repay  you  for 
the  time  spent. 

Your  mind  in  your  power  house.  Your  body  is  the  machine  it  is 
intended  to  energize.  Keep  health,  sobriety,  knowledge,  judgment 
and  attention  at  the  throttle.  To  accomplish  purpose,  turn  on  the 
current  of  energy  and  charge  the  wire  with  persistency,  determina- 
tion and  courage. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  107 


The  most  deadly  foe  of  energy  and  the  one  we  want  you  to  watch 
for  is,  procrastination.  A  habit  of  putting  off  action  when  once 
you  have  decided  to  do  a  thing,  will  paralyze  energy  and  when  you 
do  take  up  the  work,  if  you  take  it  up  at  all,  you  must  do  it  without 
that  help. 

Delay  is  fatal  to  the  success  of  a  salesman.  His  enthusiasm 
evaporates  and  his  zest  dies  away.  Every  day,  every  hour,  that  he 
delays  may  wipe  out  his  chance  of  Success. 

If  you  know  now,  while  you  are  reading  these  words,  that  you  are 
inclined  to  proscastinate,  you  can  become  prompt  within  a  month 
by  keeping  ever  before  you  the  motto,  "Do  it  Now." 

Without  additional  expenditure  of  energy,  without  really  carry- 
ing one's  business  with  him  into  the  home  and  resorts  of  pleasure, 
there  should  be  a  constant  underlying  consciousness  of  growing 
strength  in  one's  profession  to  which  every  activity — be  it  labor  or 
diversion — should  contribute  something.  This  keeps  alive,  active 
and  ever  increasing  the  line,  the  theme,  the  proposition  you  are 
presenting.  If  all  your  energies,  in  their  varied  activities,  converge 
toward  this  one  center,  then  this  center  of  energy  will  become  a 
radio-active  center,  sending  out  in  every  direction  influences  which 
will  impress  others,  imparting  to  them  something  of  the  spirit  that 
dominates  the  transmitter.  Such  an  active  center  carries  with  it 
a  deep  enthusiasm  and  self-confidence. 

Build  within  yourself  a  vibrating,  active,  radiating  center  of  energy 
with  your  work,  whatever  it  may  be,  as  the  core  or  hub.  To  do 
this  you  must  bring  to  your  particular  field  your  combined  forces. 
It  needs  the  best  physical  health  you  can  bring  to  it;  it  needs  your 
concentrated  efforts;  it  needs  your  most  hopeful  cheerful  buoyant 
spirits,  with  patience  and  determined  application.  It  needs  that 
you  get  in  love  with  your  work.  Get  busy  with  it,  keep  busy  with 
it.  It  keeps  the  brain  lubricated,  as  it  were. 

Remember  one  of  the  fundamental  laws  of  the  mind  is  that  the 
brain  will  function  most  frequently  along  lines  of  its  most  frequent 
and  habitual  exercise.  Imprint  this  upon  your  memory,  and  call  it 
to  mind  often  and  you  will  constantly  be  impressed  with  the  necessity 
of  "keeping  busy." 


108  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  minds  of  the  general  public  are  so  susceptible  to  enthus- 
iastic and  energetic  presentation,  that  any  intelligent  salesman  pre- 
senting a  meritorious  proposition  can  succeed  if  he  backs  up  his  busi- 
ness with  a  powerful  center  of  energy  that  holds  actively  and  persist- 
ently to  business. 

Initiative:  That  faculty  of  the  mind  and  body  called  Initiative 
is  one  of  the  important  requirements  of  a  well  rounded  out  Person- 
ality. It  is  the  ability  to  "go  ahead,"  to  Do  without  being  told  what 
to  do,  the  quality  which  not  only  prompts  a  man  to  see  what  should 
be  done,  but  which  also  prompts  him  to  do  it. 

We  know  sales  managers  who,  in  "sizing  up"  material  for  posi- 
tions on  the  selling  force,  will  freely  and  quickly  discard  the  person- 
alities in  which  the  development  of  Initiative  is  not  at  once  apparent. 
And  it  is  much  easier  than  you  may  imagine  to  find  traces  of  such 
development  in  only  a  few  moments  contact,  because  this  particular 
quality  belongs  to  the  secondary  division  of  Personality,  and  is 
usually  developed  through  the  major  qualities,  Energy,  Enthusiasm 
etc. 

Initiative  makes  it  possible  for  a  man  to  meet  the  emergency. 
Certain  conditions  exist.  Certain  other  conditions  are  desired.  It 
is  "up  to  him"  to  bring  this  change  about  in  the  shortest  possible 
space  of  time,  at  once. 

For  instance,  it  is  required  of  "A"  to  produce  a  certain  result. 
If  he  has  developed  the  quality  of  Initiative  he  will  not  hesitate. 
He  will  not  stop  to  ask  how  or  when.  He  will  immediately  attempt 
to  bring  about  the  required  result  and  there  will  come  to  his  know- 
ledge the  means  or  method  of  so  doing.  The  method  thus  con- 
ceived may  prove  infinitely  better  than  any  other  method  in  use. 
Who  knows  but  what  it  might  mean  tremendous  saving  of  time  and 
money  and  therefore  become  of  great  pecuniary  advantage  to  the 
firm. 

We  know  prominent  business  firms  who  attach  so  much  import- 
ance to  the  possession  of  this  quality,  as  to  make  it  the  first  requisite 
in  selecting  candidates  for  even  minor  positions  in  their  employ. 

The  development  of  this  quality  is  brought  about  by  the  right 
kind  of  practice,  and  decision,  which  is  power  promptly  applied,  and 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  109 


may  be  acquired  by  the  exercise  of  quick  comprehensive  observation, 
swift  deliberation,  and  forced  choice,  followed  by  instant  action. 
If  you  will  use  your  initiative,  even  though  such  trial  is  clumsy  at 
first,  and  perhaps  of  little  avail,  still  the  very  fact  that  you  remember 
that  you  possess  such  a  faculty,  the  fact  that  you  do  call  upon  it  and 
rely  upon  it,  must  cause  it  to  develop. 

It  is  this  Apprentice,  highly  developed,  that  plays  a  prominent 
part  in  the  success  of  Promoters,  Financiers,  and  Business  Men 
generally. 

Stamina:  Stamina  is  backbone,  dependability.  The  definition 
of  Stamina  given  in  the  dictionary  is  "that  which  constitutes  the 
principle  strength  or  support  of  anything,  power  of  endurance,  stay- 
ing power."  If  we  say  "That  man  has  stamina,"  we  mean  that  he 
can  be  depended  on,  that  he  has  firmness,  and  that  he  will  fulfill 
his  obligations;  that  he  cannot  be  swayed  this  way  and  that  by  every 
wind  that  blows,  that  he  will  weather  the  storms  by  the  force  of  his 
personal  power.  Be  dependable.  Be  a  man  of  Stamina. 

Optimism:  Optimism  is  expecting  things  to  come  out  right; 
looking  on  the  bright  side,  being  cheerful,  hopeful,  and  courageous. 
To  be  optimistic,  put  all  your  energy  into  the  present  moment, 
expect  delightful  things  to  come  to  you,  pleasant  things  to  happen, 
look  for  the  sunshine. 

Keep  the  picture  of  ambition  achieved  ever  before  you,  concen- 
trate all  mind  and  might  upon  the  work  before  you  today,  think 
neither  of  yesterday's  mistakes,  nor  tomorrow's  obstacles.  Expect 
Success.  Then  put  forth  all  the  energies  of  body,  mind  and  soul  to 
attain  it,  and  you  will  have  no  time  to  waste  on  doubts  and  fear,  or 
to  wallow  in  the  "Slough  of  Despond."  Keep  a  chart  on  Optimism 
similar  to  the  Activity  Chart. 

The  optimistic  salesman  gets  more  orders  and  bigger  orders  than 
the  pessimistic  salesman,  because  he  expects  to  get  them. 

Enthusiasm:  Webster  defines  enthusiasm  as  "inspiration  as  if 
by  divine  or  superhuman  power."  The  way  to  become  enthusiastic 
is  to  get  in  love  with  your  work,  get  interested  in  it,  get  filled  with  a 


110  SALESMANSHIP:  THE  FOURTH  PROFESSION 

zealous  ardent  approval  for  the  proposition  you  are  advocating, 
then  you  will  have  "divine  inspirational  power"  that  will  make 
others  approve  of  it. 

Great  achievements  are  always  brought  about  by  enthusiasm  on 
the  part  of  their  projectors.  Call  on  your  imagination  to  furnish 
optimistic  pictures  of  what  you  expect  to  accomplish;  accept  the 
optimistic  and  enthusiastic  suggestions  of  your  Sales  Manager,  and 
suggest  yourself  into  a  mental  state  of  positive  enthusiasm  about  your 
particular  line  of  work,  always  remembering  to  temper  your 
enthusiasm  with  Knowledge,  Judgment  and  Truth.  Then,  if  you 
have  developed  the  other  positive  qualities  in  proportion,  you  will 
ride  on  in  Triumph  to  "the  goal"  you  have  set  yourself. 

The  Law  of  Suggestion  is  of  great  help  in  creating  enthusiasm 
and  is  equally  as  helpful  in  passing  your  enthusiasm  on  to  others. 

"Labor  is  the  great  producer  of  wealth;  it  moves  all  other 
causes."  — Daniel  Webster 


QUESTIONS 

1.  Define  courage. 

2.  How  may  courage  be  cultivated? 

3.  What  must  be  the  foundation  for  the  salesman's  self-confidence. 

4.  When  will  a  man  give  you  his  confidence? 

5.  How  may  self-confidence  be  developed? 

6.  Why  do  most  men  fail  to  rise  above  the  common  level? 

7.  How  is  application  developed? 

8.  What  does  industry  mean? 

9.  What  is  largely  responsible  for  keeping  the  poor  man  bankrupt? 

10.  What  is  the  object  of  using  character  building  charts,  similar 

to  the  activity  chart? 

11.  What  is  the  most  deadly  foe  of  energy? 

12.  If  one  has  this  habit  of  putting  off  action,  how  may  he  over- 

come it? 

13.  How  may  one  build  within  himself  an  active  radiating  center 

of  energy  for  his  work? 
14'.     What  fundamental  law  of  the  mind  are  you  asked  to  remember? 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  111 


15.  How  may  any  intelligent  salesman  presenting  a  meritorious 

proposition  be  sure  of  success? 

16.  What  is  Initiative? 

17.  How  is  Initiative  developed? 

18.  What  is  Optimism? 

19.  How  may  one  become  optimistic? 

20.  How  may  one  become  enthusiastic  in  their  work? 

Written  exercise  for  this  lesson. 

Make  a  character  building  chart  similar  to  the  activity  chart — 
Page  102 — using  that  faculty,  or  any  other  that  you  have  reason 
to  believe  is  weaker.  Keep  it  for  one  week  and  figure  up  your  per- 
centage. Keep  it  for  the  second  week,  using  every  effort  to  reach 
the  standard  of  perfection. 


112  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  113 

NOTES 


114  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  X 

APPRENTICES  OF  MOTIVE  FORCE 

Sincerity:  Sincerity  includes  truthfulness  and  honesty.  You 
cannot  draw  people  to  you  and  retain  their  esteem  if  you  are  untruth- 
ful and  dishonest.  The  insincere  man  does  himself  an  injury  that 
no  amount  of  temporary  gain  can  compensate  for. 

The  salesman  should  be  sincere  in  his  belief  that  the  article  he 
is  trying  to  sell  at  the  price  asked  is  a  real  bargain  for  the  customer. 
If  the  article  is  one  of  the  common  necessities,  the  salesman  should 
know  that  it  is  being  offered  for  as  low  a  price  as  it  could  be  pur- 
chased elsewhere.  Or,  if  the  price  asked  is  in  excess  of  that  usually 
charged  for  an  article  similar  in  appearance,  he  must  know  that  its 
superiority  of  quality  or  construction  will  prove  of  such  value  to  the 
purchaser  that,  even  at  the  increased  price,  he  is  acting  the  part  of  a 
friend  in  persuading  the  customer  to  buy.  This  belief,  when  genuine, 
is  imparted  to  the  purchaser,  his  confidence  is  secured  and  a  sale  is 
the  result. 

It  is  not  absolutely  essential  to  the  success  of  the  salesman  that 
the  article  he  sells  be  actually  the  best  of  its  kind.  If  he  believes  it 
to  be,  he  is  sincere.  But  the  salesman  who  takes  advantage  of  the 
ignorance  of  a  customer  to  foist  upon  him  an  inferior  article  when  he 
knows  there  is  a  much  better  one  for  the  purpose,  is  not  sincere  and 
will  not  be  able  to  sell  a  second  time,  if  the  customer  finds  out  that 
he  has  been  imposed  upon,  because  his  confidence  in  the  salesman 
has  been  destroyed. 

Honesty:  "Honesty  is  the  best  policy."  You  know  this,  we  all 
know  it,  and  yet  each  year  men  drop  out  of  the  ranks  of  salesmen 
through  failure  to  heed  this  most  self-evident  fact,  but  the  man  who 
is  honest  solely  because  it  "is  the  best  policy"  is  certainly  not  honest 
with  himself. 


116  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  salesman  must  be  honest  with  himself,  his  house  and  his 
customer.  With  himself,  in  admitting  his  weaknesses  and  errors 
in  his  determination  to  overcome  them  and  his  endeavor  to  strengthen 
his  character;  with  his  house,  in  so  representing  them  and  their  line 
that  they  may  be  justified  in  placing  every  confidence  in  him;  and 
with  his  customer,  that  their  transactions  may  be  of  mutual  benefit, 
and  the  customer  have  no  reason  to  doubt  any  statement  the  sales- 
man may  make. 

John  D.  Rockefeller,  Jr.,  when  asked  what  he  thought  were  the 
chief  requisites  for  a  successful  business  man  said,  "There  are  three, 
first  honesty,  absolute  honesty;  second,  industry,  backed  by  a  fair 
amount  of  intelligence;  and  third,  perseverance." 

We  are  apt  to  regard  the  man  who  pays  in  money  for  all  he  receives 
from  others,  as  honest,  but  that  is  not  the  full  meaning  of  honesty. 

The  wholesale  or  retail  salesman  sells  his  services  to  an  employer 
for  so  much  per  week  or  month.  It  is  his  duty  to  work  for  his  em- 
ployer, not  so  many  hours  each  day  for  the  money  he  receives.  He 
should  not  only  be  honest  and  careful  in  the  matter  of  time  but 
should  be  equally  so  in  bestowing  all  the  service  of  which  he  is  capable. 

The  salesman  who  openly  finds  fault  with  his  employer's  methods 
or  with  the  procedure  of  those  above  him  in  authority,  is  not  honest. 
He  is  injuring,  pulling  down  what  he  is  hired  to  build  up. 

The  salesman  who  performs  his  tasks  imperfectly  when  he  knows 
how  and  might  have  done  them  better  is  dishonest  and  is  cheating 
himself  as  well  as  his  employer. 

The  salesman  who  carries  a  side  line  without  the  consent  of  his 
firm  is  not  honest.  He  is  stealing  from  his  employers  the  time  and 
thought  previously  sold  to  them.  The  employer  pays  for  the  know- 
ledge, ability,  energy,  and  enthusiasm  which  in  a  normal  condition, 
the  salesman  brings  to  his  work.  He  is  not  honest  who,  during  the 
night  deprives  himself  of  needed  rest,  dissipates  his  energies,  and 
brings  to  his  work  the  next  morning  a  tired  body  and  a  fagged  brain. 

Loyalty:  For  the  salesman,  Loyalty  means  standing  up  for  his 
Rouse  and  its  goods  at  all  times. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  117 


When  you  enter  the  employ  of  a  mercantile  house,  absolute 
loyalty  to  its  members  and  its  goods  is  expected  and  must  be  exer- 
cised to  promote  your  own  interests. 

Loyalty  to  your  employer  implies  a  live,  personal  and  heartfelt 
interest  in  the  success  of  "our  house."  Every  salesman  should  regard 
and  speak  of  it  as  "ours"  identifying  himself  with  the  employers  and 
its  employees.  Take  the  advice  of  Elbert  Hubbard  in  the  following 
"Horse  Sense." 

"If  you  work  for  a  man,  in  heaven's  name,  work  for  him.  If 
he  pays  you  wages  that  supply  your  bread  and  butter,  work  for  him, 
speak  well  of  him,  think  well  of  him,  and  stand  by  the  institution  he 
represents.  If  put  to  the  pinch,  an  ounce  of  loyalty  is  worth  a  pound 
of  cleverness. 

"If  you  must  villify,  condemn,  and  eternally  disparage,  why, 
resign  your  position,  and  when  you  are  outside  Damn  to  your 
heart's  content.  But,  I  pray  you,  as  long  as  you  are  a  part  of  an 
institution  do  not  condemn  it.  Not  that  you  will  injure  the  insti- 
tution— not  that — but  when  you  disparage  the  concern  of  which  you 
are  a  part,  you  disparage  yourself." 

Fidelity:  If  you  have  been  giving  to  these  lessons  the  thought 
and  study  they  deserve,  you  have  been  exercising  fidelity  to  the 
purpose  of  building  up  your  character.  For  we  have  been  teaching 
it  from  the  beginning.  Fidelity  exacts  strict  attention  to  the  methods 
given  for  strengthening  the  weak  lines  of  character. 

Fidelity  is  faithfulness  in  the  discharge  of  your  duty  or  obliga- 
tion. A  salesman  should  ever  exercise  it  toward  his  employer.  He 
should  make  it  apparent  that  they  may  recognize  and  depend  upon 

it. 

Economy:  The  immense  value  of  economy  in  its  several  appli- 
cations is  of  great  importance  and  must  be  considered  in  these  several 
phases. 

In  nine  cases  out  of  ten  extravagant  waste  is  responsible  for 
failure  to  accumulate  something  over  and  above  actual  living.  Our 
ideas  of  necessities  have  kept  pace  with  the  increased  facilities  for 
gratifying  them,  until  what  were  once  considered  luxuries  are  now 
considered  necessities. 


118  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Economy,  instead  of  being  regarded  as  a  virtue,  which  it  is,  is 
sniffed  at  and  ridiculed.  This  is  entirely  wrong.  No  young  man 
should  feel  that  it  belittles  him  to  economize  in  money  matters. 
Extravagance  does  not  pay  and  it  does  pay  to  lay  aside  and  bank  all 
surplus  earnings  over  and  above  what  is  needed  to  keep  your  person- 
ality up  to  the  mark. 

The  habit  of  spending  money  indiscriminately  once  formed  is 
difficult  to  break.  If  you  give  the  matter  your  attention,  with  a 
determination  to  sift  it  thoroughly,  you  will  be  surprised  to  find  how 
many  needless  expenditures  you  can  drop  off  with  benefit  to  your- 
self and  thereby  swell  your  savings  account. 

But  economy  for  the  salesman  means  more  than  the  saving  of 
money.  It  means  a  wise  expenditure  of  time,  talent  and  energy, 
as  well. 

In  the  back  part  of  our  spelling  book,  used  while  at  school,  we 
first  saw  the  statement  or  adage.  "Economy  is  the  road  to  wealth." 
Our  conception  of  its  meaning  was  imbued  from  our  elders — some 
little  idea  they  entertained  as  to  economy  of  time  and  labor,  but 
none  whatever  as  to  that  of  thought. 

These  three  wealth  producers  were  subservient  to  the  habit  of 
saving  pennies,  dimes  and  quarters.  There  did  not  seem  to  be  the 
proportionate  care  of  dollars  exercised  that  there  was  for  the  coin 
of  smaller  denominations. 

Dewey  tells  how,  when  a  boy,  he  was  sent  one  day  to  help  one  of 
their  wealthy  neighbors  take  a  pair  of  steers  to  market.  "They  were 
tied  behind  the  wagon,  I  walking  behind  to  prod  them  along  when 
they  lagged.  Mr.  Westby,  the  owner,  sat  up  on  the  spring  seat  and 
drove  the  team.  He  became  impatient  over  the  slow  progress  which 
the  fat  cattle  exacted  and,  as  we  entered  the  suburbs  of  the  town, 
sold  them  at  the  first  butcher  shop  for  $87.50. 

"The  butcher  untied  them  from  the  wagon  and  left  his  helper 
to  hold  them  while  he  stepped  into  the  shop  to  get  the  money.  A 
stockbuyer,  driving  by  at  the  time,  stopped  and  asked,  'What  are 
you  offered  for  the  steers,  Westby?'  '$87.50,'  Westby  told  him. 
'I'll  give  you  an  even  $100.'  said  the  buyer.  'You  can  have  them,' 
said  Westby;  but  the  butcher's  helper  was  leading  them  away  and 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  119 


the  butcher  himself  was  confronting  Westby  with  a  roll  of  bills  which, 
he  protested,  he  would  not  be  made  to  take. 

"But  the  butcher  had  possession  of  the  cattle — nine  points  in 
law.  The  other  point  was  the  money  tendered,  which  Westby 
finally  accepted.  But  he  would  not  sell  the  eggs  and  butter  which 
he  had  in  the  wagon,  though  the  butcher  offered  him  a  little  above 
the  market  price.  He  took  these  farm  products  to  the  center  of  town, 
carried  them  from  one  grocery  store  to  another,  spending  two  hours 
of  his  time  in  this  way,  and  finally  sold  them  at  the  ninth  store  he 
visited. 

"There  were  only  seven  dozen  eggs  and  a  twenty  pound  crock  of 
butter.  I  figured  up  afterwards  that  Westby  had  made  eight  cents 
by  selling  to  the  last  grocer  instead  of  the  first.  He  knew,  and  so 
did  I,  that  if  he  had  taken  the  butcher's  offer  he  would  have  had 
forty-five  cents  more  than  he  finally  sold  for." 

We  know,  also,  that  he  would  have  saved  two  hours  of  time  spent 
in  useless  bickering  and  two  days  of  subsequent  mental  disquietude. 
This  story  is  told  to  illustrate  several  points  we  wish  to  make,  regarding 
the  practices  of  economy. 

First,  Westby  expended  more  time  and  talent  in  disposing  of 
twenty  pounds  of  butter  and  seven  dozen  eggs,  together  bringing 
him  a  total  of  $6.52,  than  he  did  in  selling  two  steers  that  brought 
$87.50.  True  economy  would  have  been  the  investing  of  more  time 
to  become  acquainted  with  the  market  before  selling  the  cattle. 
Time  was  worse  than  wasted  in  selling  the  eggs  and  butter.  True 
economy  includes  a  wise  expenditure  of  time,  strength  and  thought, 
as  well  as  of  money.  It  is  not  the  part  of  wisdom  to  spend  two  hours 
of  time  and  thought  in  getting  eight  cents.  That  was  not  economy; 
it  was  blind  and  petty  avarice. 

Westby,  and  his  father,  had  toiled  and  saved,  indoors  and  out 
— but  particularly  in — for  fifty  years.  The  motto — "Economy  is 
the  road  to  wealth" — he  made  his  own;  but  to  him  it  meant  "Skimp- 
ing is  economy." 

Soon  after  this  trip,  he  sold  the  farm  for  $22,000,  had  a  big  auction 
sale  of  tools  and  of  stock,  from  which  he  realized  several  thousand 
more,  moved  to  town,  and,  with  a  partner,  opened  a  big  store.  la 


120  SALESMANSHIP:  THE  FOURTH  PROFESSION 


just  one  short  year  he  did  not  have  a  dollar  in  the  world  that  he 
could  call  his  own.  All  the  savings  of  fifty  years  were  gone.  He 
had  been  "ambushed;"  "robbed"  he  said;  but  it  was  a  legal  hold-up 
— no  one  to  blame  but  himself. 

He  bought  goods  without  knowing  how;  tried  to  sell,  but  didn't 
know  how.  The  Court  appointed  a  receiver  in  response  to  the  peti- 
tion of  creditors,  and  when  the  business  was  finally  closed  out  and 
settlement  made  with  the  creditors,  there  was  nothing  left. 

Mr.  Westby,  in  the  transaction  related,  limited  the  meaning  of 
economy  to  the  saving  of  pence.  His  lack  of  knowledge  of  business 
principles  enabled  others  to  despoil  him  of  all  his  savings. 

Economy  means  the  accumulation  of  such  knowledge,  health 
and  strength  of  character  in  early  manhood  as  will  prevent  the  waste 
of  years  many  spend  in  reaching  that  point  in  their  business  career, 
that  should  have  been  their  starting  point. 

Time,  labor  and  thought  are  wealth  producers,  when  rightly 
administered.  Money  alone  is  not  wealth  but  one  of  its  factors. 
Money  will  buy  for  its  possessor  the  physical  comforts,  but  it  cannot 
be  exchanged  for  life,  knowledge  or  happiness.  The  man  who 
possesses  cheerfulness,  love  of  humanity  and  money,  has  the  three 
factors  that  constitute  real  wealth. 

Carefulness:  In  Lesson  II,  we  told  you  that  carefulness  must 
be  observed  even  in  the  smallest  detail.  Real  carefulness  can  only 
be  acquired  by  paying  strict  attention  to  details,  by  thought  and 
eternal  vigilance. 

Carefulness  is  a  great  trouble  saver.  It  pays  to  be  careful. 
The  salesman  who  knows  himself  to  be  careless  should  enter  the 
special  field,  as  there  the  results  and  penalties  usually  affect  only 
himself,  and  if  he  has  to  drive  back  eight  or  ten  miles  to  recover  his 
sample  case,  he  has  time  on  the  way  to  reflect  and  resolve  to  be  more 
attentive. 

Neatness:  Do  you  realize  how  essential  neatness  is  to  the  sales- 
man? Neatness  in  person  and  dress  are  personal  attractions;  neat- 
ness in  the  care  and  arrangement  of  samples  makes  them  attractive; 
neatness  in  correspondence,  commands  respect. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  121 


Faith:  We  want  you  to  think  of  this  apprentice  as  a  positive 
factor,  and  not  in  the  light  of  the  passive  virtue  so  many  seem  to 
regard  it,  merely  as  an  attribute  of  mind  that  trusts  and  believes 
because  another  has  said  so. 

Neither  do  we  intend  to  discuss  faith  in  its  religious  sense,  but 
rather  in  its  relation  to  business  life. 

Faith  is  the  basis  of  self-confidence  and  unless  you  have  this 
confidence  based  on  a  firm  abiding  faith  in  your  own  power  and 
possibilities  you  will  not  be  able  to  command  the  confidence  of  others. 
If  you  have  this  faith  in  yourself,  you  radiate  faith  and  those  who 
come  in  contact  with  you,  receive  that  impression.  "The  world 
believes  in  the  man  who  believes  in  himself." 

A  strong  abiding  faith  in  oneself  not  only  radiates  faith  thus 
influencing  others,  but  it  has  a  most  powerful  effect  on  one's  own 
positive  mental  development.  If  you  desire  to  have  a  strong  con- 
fident positive  personality,  it  is  of  the  utmost  importance  that  you 
begin  at  once  to  cultivate  faith  in  yourself  and  let  it  pour  forth  and 
permeate  every  action,  a  full  abiding  faith  in  your  ability  to  do  and 
to  make  your  life  what  you  will.  Your  highest  aspiration  and  great- 
est ambition  may  be  realized  if  you  have  enough  faith  in  yourself. 

Not  only  must  you  have  faith  in  yourself  but  you  must  have 
faith  in  your  fellowmen.  We  have  told  you,  and  you  know  it  to  be 
so,  that  all  business  is  based  on  confidence,  simply  faith  that  obliga- 
tions will  be  met,  promises  carried  out.  If  this  faith  were  not  justi- 
fiable, commerce  would  be  at  a  standstill,  nations  bankrupt. 

Your  faith  in  another  helps  him  to  justify  that  faith.  We  urge 
you  to  maintain  the  thought  of  good  will,  good  fellowship  and  confi- 
dence toward  all.  This  does  not  mean  that  you  are  to  allow  your- 
self to  be  taken  in  by  plausible  schemes,  but  that  you  are  to  culti- 
vate judgment  and  use  it  to  protect  yourself  and  still  maintain  faith 
and  good  will  toward  your  fellow  men. 

There  is  still  another  attitude  of  faith  we  must  call  your  attention 
to,  and  which  you  will  find  applicable,  once  you  have  embarked 
in  your  profession  as  a  salesman  and  which  applies  just  as  much  to 
your  daily  life.  Never  abuse  a  faith  reposed  in  you.  Always  live 
up  to  it.  Be  careful  what  promises  you  make  but  once  you  have 


122  SALESMANSHIP:  THE  FOURTH  PROFESSION 


given  your  word,  keep  it.  Keep  faith  with  your  customer,  always. 
But,  if  you  have  promised  something  and  afterward  find  that  it 
is  impossible  to  fulfill  that  promise,  go  to  him,  acknowledge  your 
error,  and  explain  why  you  have  been  unable  to  keep  your  word. 
Never  be  afraid  to  tell  the  truth.  Never  misrepresent.  Once  the 
customer  finds  that  you  have  misrepresented,  his  Faith  in  you  is 
destroyed,  and  it  is  almost  impossible  to  regain  it. 

Hope:  A  strong  mind  always  hopes,  no  matter  what  obstacles 
or  discouragements  it  has  to  face. 

Hope  has  an  inspiring  influence,  other  emotions  may  be  con- 
trolled by  events  but  Hope  never.  It  rises  supreme  above  discourage- 
ment, doubts,  and  fear,  and  remains  buoyant,  forceful  and  stead- 
fast. It  is  the  "vitalizing  sunlight  of  life."  Hope  encourages  all 
things  good.  It  gives  strength  to  faltering  courage.  Therefore 
cultivate  Hope.  Let  its  inspiring  influence  become  a  part  of  your 
very  life;  then  you  will  not  let  trifles  discourage  you. 

Hope  is  a  state  of  joyful  expectancy;  it  is  a  necessary  attribute 
of  Optimism.  You  cannot  be  optimistic  without  hope. 

Charity:  "And  the  greatest  of  these  is  charity."  Yes,  charity 
is  the  cap  sheaf  of  all  the  other  positive  qualities;  it  is  the  crowning 
excellence  of  a  perfect  character,  and  it  is  manifest  by  sympathy  and 
love  of  humanity. 

Charity  means  not  alone  the  giving  of  material  help  to  those 
less  fortunate  than  yourself,  but  it  means  to  refrain  from  passing 
judgment  on  others,  making  allowances  for  their  weaknesses  and 
failings.  If  you  hear  something  damaging  to  another's  reputation, 
be  charitable,  don't  pass  it  on.  It  may  not  be  true,  and  if  it  is  true, 
it  will  not  benefit  you  to  repeat  it.  Be  charitable  to  your  employer, 
if  he  happens  to  be  unusually  irritable.  You  have  no  way  of  knowing 
what  vexation  or  trials  he  has  had  to  encounter.  Be  charitable  to 
the  customer  if  he  happens  to  be  "grouchy;"  perhaps  he  has  not  been 
treated  right  by  some  other  salesman. 

Be  charitable  to  the  other  salesmen,  if  he  happens  to  get  in  ahead 
of  you.  He  must  make  a  living  as  well  as  you,  it  will  not  help  you 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  123 


any  to  call  him  names.     Besides,  there  is  business  enough  for  all, 
and  it  is  your  own  fault  if  you  fail  to  get  your  share. 

Cultivate  sympathy,   unselfishness  and  brotherly  love  and  you 
will  be  able  to  live  "with  malice  toward  none,  and  Charity  for  all." 


CHARACTER  BUILDING   CHART 

We  introduce  the  following  chart  and  explanations  to  show  you 
how  one  man  made  good  use  of  the  character-building  charts  and  the 
possibilities  that  they  have  for  you. 

In  the  fall  of  nineteen  hundred  and  seven,  a  young  man,  holding 
a  position  as  bookkeeper  with  a  manufacturing  concern,  joined  one 
of  the  Y.  M.  C.  A.  Salesmanship  classes  where  our  course  was  being 
taught.  Visiting  the  class  one  evening,  we  met  the  student,  whom 
we  will  call  Mr.  John  Banker.  He  seemed  to  be  very  jubilant  over 
the  fact  that  he  had  joined  a  class  in  Salesmanship,  though  intimating 
that  he  had  never  sold  goods  and  intended  to  continue  in  his  present 
vocation. 

Being  interested  to  know  why  he  had  joined  the  class,  we  asked 
for  information  and  in  reply  he  said,  "I  attended  the  class  believing 
that  although  a  bookkeeper,  I  would  be  able  to  develop  qualities 
that  would  make  me  a  better  bookkeeper.  That  meeting  also  aroused 
in  my  mind  an  ambition  to  keep  on  climbing  in  my  profession.  And 
I  am  convinced  that  I  have  made  no  mistake  in  joining  this  class." 

Time  has  proved  the  correctness  of  his  prophecy.  A  little  more 
than  a  year  later  he  was  made  treasurer  of  the  company  by  whom 
he  was  employed,  and  ambition  once  aroused  he  continued  to  aim 
higher,  and  at  this  writing  he  is  cashier  of  a  bank  in  which  he  is  a 
stockholder.  He  has  very  kindly  allowed  us  to  use  his  character 
chart  in  this  edition,  and  the  following  statements  of  its  use  and 
benefits: 

"The  following  chart  is  a  copy  of  one  I  was  led  to  use  through 
suggestions  on  character  building  offered  by  this  course.  I  used  for 
my  character  traits  the  ones  I  most  desired  to  strengthen,  marking 
on  the  scale  of  100. 


124 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


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CHARACTER  BUILDING  CHART 

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"While  I  had  begun  the  course  early  in  the  winter,  this  chart  is 
the  first  of  its  kind  that  I  used.  I  found  that  on  March  3rd,  I  dropped 
way  below  my  previous  marking,  on  several  qualities;  in  analyzing 
the  cause  I  discovered  the  following  solution:  March  3  was  Sunday; 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  125 


I  got  up  much  later  than  on  week  days;  I  ate  breakfast  very  late 
and  ate  too  much;  then,  instead  of  going  out  into  the  fresh  air  as 
usual,  I  sat  around  the  house  and  read.  The  result  was  my  optimism, 
enthusiasm,  energy  and  self-confidence  were  below  par.  I  resolved 
then  and  there  I  would  overcome  this  difficulty  the  following  Sunday 
by  not  making  the  same  mistake. 

"Observe  my  markings  the  following  Sunday,  March  10,  and  you 
will  see  that  I  did  overcome  them  and  gain  a  little.  I  continued 
this  chart  for  many  months  afterward  with  very  beneficial  results. 

"While  the  making  out  of  this  chart  may  seem  a  great  deal  of 
work,  I  found  that  the  very  fact  that  one  has  to  face  a  conscientious 
daily  marking  of  his  life  in  this  respect,  was  a  very  great  mcentive 
to  a  higher  and  stronger  manhood;  and  judging  by  its  results  upon 
my  own  life,  I  earnestly  recommend  spending  sufficient  time  daily 
in  the  use  of  a  similar  chart. 

"I  feel  sure  that  every  man  who  does  make  use  of  a  character 
chart  will  be  amazed  at  the  strength  of  character  it  is  possible  to 
develop.  A  very  small  part  of  each  day  in  early  life  spent  in  this 
manner  will,  I  am  sure,  prove  a  valuable  asset  in  after  years. 

Optimism: 

I  placed  Optimism  first  On  my  chart  as  I  consider  it  one  of  the 
most  important  factors  in  our  hunt  for  success.  I  found  that  I  was 
able  to  increase  this  ten  points  in  fifteen  days. 

Enthusiasm: 

I  placed  Enthusiasm  next  on  my  chart  as  it  goes  hand  in  hand 
with  Optimism,  and  I  was  also  able  to  raise  this  ten  points  in  fifteen 
days. 

Energy: 

This  trait  I  placed  next  in  order  as  it  is  very  closely  connected 
with  the  former  two.  In  building  up  Optimism  and  Enthusiasm 
ten  points  each,  I  was  enabled  to  raise  my  Energy  percentage  ten 
points. 

Honesty: 

On  this  trait  I  was  unable  to  raise  my  percentage.  I  never  would 
intentionally  take  that  which  belonged  to  another,  but  I  marked 


126  SALESMANSHIP:  THE  FOURTH  PROFESSION 


myself  only  95%  on  general  principles.  I  think  there  are  few  people 
on  earth  could  conscientiously  mark  themselves  100%  on  this 
quality. 

Integrity : 

I  placed  Integrity  next  upon  my  chart  as  it  is  so  closely  allied 
with  Honesty  that  it  is  hard  at  times  to  separate  them.  No  con- 
sistent gain  on  this. 

Application : 

I  found  that  I  was  rather  uncertain  in  this  particular  trait.  I 
generally  apply  myself  to  work  with  a  considerable  degree  of  success, 
but  some  days  I  felt  lazy  and  the  temptation  to  procrastinate  was 
stronger  than  my  desire  to  work. 

Neatness: 

I  like  to  be  neat, — have  a  clean  shave,  wear  clean  linen,  have 
my  person  cleanly,  my  shoes  shined,  but  some  mornings  I  get  up  late 
— don't  have  time  to  shave,  fail  to  brush  my  clothes  and  clean  the 
dust  from  my  shoes,  don't  clean  my  finger  nails  properly,  etc.  Listen! 
This  should  never  happen,  for  as  sure  as  you  are  conscious  of  being 
untidy  it  detracts  from  your  optimism,  enthusiasm  and  energy,  and 
makes  a  successful  day  next  to  impossible.  Raised  five  points. 

Self-Control: 

I  placed  this  next,  as  self-control  will  be  greatly  strengthened 
by  the  upbuilding  of  all  the  qualities  previously  mentioned.  Nature 
has  endowed  me  with  a  quick  temper,  but  experience  has  taught  me 
that  it  pays  to  "count  ten."  Raised  fifteen  points. 

Self -Confidence: 

This  trait  properly  developed  is  one  of  the  strongest  assets  one 
may  possess.  Without  this,  it  is  impossible  to  inspire  confidence 
in  others.  Raised  ten  points. 

Success : 

This  I  placed  last  on  the  chart  as  it  can  hardly  be  called  a  char- 
acter trait.  It  is  what  naturally  follows  in  the  wake  of  a  high  stand- 
ing in  the  traits  named  above  it,  and  is  the  longed-for  goal  of  every 
ambitious  person. 

"Success  is  a  good  word  to  have  continuously  before  you,  as  the 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  127 


word  itself  and  what  it  stands  for,  when  continually  kept  in  mind, 
is  a  strong  incentive  to  higher  attainments." 

For  the  benefit  of  those  who  might  make  use  of  a  similar  chart, 
I  make  this  suggestion: 

"In  choosing  the  character  traits  for  your  chart,  choose  the  ones 
you  most  wish  to  strengthen,  not  necessarily  using  the  ones  I  have 
outlined  in  my  work.  If  you  need  all  of  these — use  them,  but  if 
you  feel  that  you  need  others,  use  them  also  in  conjunction  with  the 
ones  given." 

The  foregoing  is  intended  to  show  the  real  value  of  keeping  a 
record  of  every  day  of  our  lives.  If  you  are  indifferent  and  have 
no  special  desire  to  accomplish  results,  to  grow  in  power  and  know- 
ledge or  to  be  of  value  and  importance  to  the  world,  of  course  this 
chart  will  be  of  no  use  to  you. 

Suppose  you  are  anxious  to  know  just  the  part  you  are  to  play 
in  the  great  commercial  and  industrial  world;  how  are  you  to  know  it? 
There  is  but  one  way,  make  use  of  a  chart  on  character  building. 

You  will  note  that  Mr.  Banker's  first  day's  averages  on  the  ten 
qualities  was  seventy-seven  and  a  half  per  cent,  a  fair  average.  But 
on  the  third  day,  which  was  Sunday,  he  did  not  arise  until  late  and 
took  no  interest  in  anything.  The  first  three  qualities  took  a  day 
off,  and  he  lost  in  power. 

Observe  how  he  began  Monday  morning,  the  fourth,  full  of  life, 
determined  to  regain  what  he  had  lost,  and  he  gained  seven  per  cent 
in  one  day.  He  began  to  realize  that  he  could  not  afford  to  sleep  all 
day  Sunday,  for  the  next  day  exacted  double  energy  to  overcome  his 
loss  of  the  previous  day. 

We  desire  to  call  your  special  attention,  first  to  the  daily  average 
per  cent  and  the  gradual  gain  made;  second,  to  the  average  per  cent 
for  fifteen  days  on  each  quality;  third,  the  gain  in  success  during  the 
fifteen  days  of  eight  per  cent. 

This  clearly  shows  what  you  may  accomplish  if  you  are  animated 
by  a  great  purpose,  or  inspired  by  noble  thoughts.  If  a  man  is 
indifferent,  he  will  be  inferior.  If  you  have  a  desire  to  build  a  great 
character,  you  must  prove  yourself  equal  to  the  task.  Man's  true 
character  asserts  itself  when  put  to  the  test. 


128  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Now  let  us  note  the  influence  of  the  different  qualities  as  set 
forth  in  the  chart.  Take  the  first  three  qualities  and  we  have  those 
that  help  to  develop  activity.  If  the  individual  has  an  ideal  in  life, 
you  can  readily  see  how  easily  he  may  grow  stronger  each  day  by 
their  use,  for  where  these  qualities  predominate  they  produce  the 
man  with  higher  aspirations,  inducing  right  thoughts  and  honest 
methods. 

The  percentage  of  honesty  and  integrity  in  this  chart  calls  our 
attention  to  the  standards  we  may  put  upon  ourselves.  In  the  right 
thinking  mind  it  is  but  natural  that  we  say  "my  standard  of  honesty 
and  integrity  is  near  one  hundred  percent."  We  know  whether  we 
are  honest  with  ourselves  or  not.  It  is  well  to  know  that  whether 
we  deal  honestly  with  ourselves  or  not  we  realize  the  greatest  good 
or  suffer  the  greatest  loss. 

In  the  preceding  qualities  we  have  the  elements  of  a  beautiful 
character,  but  we  find  that  the  standard  of  application  is  weak  in 
proportion  to  the  other  qualities,  therefore  we  cannot  hope  for  the 
percentage  of  Success  that  Optimism,  Enthusiasm  and  Energy 
suggest  to  us. 

We  also  find  that  self-control  has  not  been  cultivated  to  that 
degree  which  would  enable  us  to  attain  the  highest  development. 
If  we  desire  to  succeed,  we  must  be  worthy  and  have  self-confidence 
sufficient  to  overcome  obstacles  and  surmount  every  difficulty. 

Courage  and  confidence  in  self  have  made  the  great  heroes  of 
the  world.  Be  a  hero,  and  keep  a  character-building  chart  for 
fifteen  days.  Figure  out  your  average  per  cent,  then  lay  the  chart 
aside  and  begin  a  new  one.  Do  this  for  four  or  five  months,  and  then 
compare  the  percentages,  and  you  will  be  surprised  at  the  gain  you 
have  made. 

"Character  must  stand  behind  and  back  up  everything — 
The  Sermon,  The  Poem,  The  Picture,  The  Play, 
none  of  these  are  worth  a  straw  without  it." 

— J.  Q.  Holland. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  129 


QUESTIONS 

1.  How  will  the  salesman's  sincere  belief  in  the  statements  he  is 

making,  effect  the  customer? 

2.  How  will  it  effect  their  business  relations,  should  the  customer 

learn  that  the  salesman  has  not  been  sincere? 

3.  State  some  of  the  ways  in    which    a    salesman    can    be    dis- 

honest? 

4.  What  does  the  employer   pay  for? 

5.  What  does  "Loyalty  to  your  employer"  signify? 

6.  What  is  Fidelity? 

7.  Why  should  the   salesman   make   his   fidelity   to   his  employer 

apparent? 

8.  Give  the  full  meaning  of  economy   as   it   should   be   practiced 

by  the  salesman. 

9.  State  the  only  way  in  which  real  carefulness  is  acquired? 

10.  Why  is  neatness  of  importance  to  the  salesman? 

11.  In  what  sense  is  Faith  discussed  in  this  lesson? 

12.  Of  what  benefit  is  a  strong  faith  in  one's  self? 

13.  Why  should  a  salesman  cultivate  Hope? 

14.  In  what  way  may  we  exercise  charity,  besides  giving  material 

assistance? 

15.  What    is   the    introduction   of   the   John  Banker  chart  and  its 

explanation  intended  to  show? 

16.  To    what    three   points    of    value  shown  by  the  chart  is  your 

especial  attention  called? 

17.  What  is  the  influence  of  the  first  three  qualities  set  forth? 

18.  To   what   does  the   percentage   of   honesty  and  integrity  in  the 

chart  call  our  attention? 

19.  If   the    standard    of    Application    was    near  100  per  cent  how 

would  the  percentage  of  Success  be  effected? 

20.  What  does  the  percentage  of  self-control  show? 

21.  Give  the  quotation  from  Holland  at  the  close  of  this  lesson. 

Written  exercise  for  this  lesson. 

Make  a  character  building  chart,  similar  to  the  John  Banker 
Chart,  using  the  ten  character  traits  that  you  would  most  like  to 
strengthen.  Keep  it  for  fifteen  days,  faithfully  marking  each  day 
the  percentage  of  perfection  you  have  attained  in  each  quality, 
giving  yourself  credit  for. what  you  honestly  believe  to  be  your  due 
and  no  more. 

Figure  up  your  average  percent  at  the  end  of  the  fifteen  days 
and  note  what  you  have  gained  in  ability. 


130  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  131 

NOTES 


132  SALESMANSHIP:  THE  FOURTH  PROFESSION 


LESSON  XI 

KNOWLEDGE  OF  HUMAN  TYPES 

Having  taken  stock  of  yourself,  you  are  now  ready  to  begin 
learning  how  to  take  stock  of  others  or  "How  to  Judge  People  Scien- 
tifically," through  the  knowledge  of  human  types;  which  knowledge 
is  acquired  by  the  study  of  men,  their  form,  features  and  methods 
of  expression.  It  is  well  to  be  able  to  tell  at  a  glance  whom  to  trust 
and  whom  to  avoid,  to  know  what  kind  of  a  man  you  have  to  deal 
with;  how  to  approach  him,  what  plan  of  action  will  meet  with  the 
best  reception  from  him  and  to  which  he  will  offer  the  least  resist- 
ance. It  is  also  well  to  be  able  to  classify  your  own  personality,  so 
in  studying  human  types  we  want  you  to  draw  comparisons  with  your 
own  form,  features  and  methods  of  expression,  and  if  you  find  any 
of  the  character  features  that  seem  to  you  disagreeable,  proceed  at 
once  to  correct  them. 

It  is  important  that  the  salesman  should  be  able  to  interpret 
character  correctly  and  to  this  end  it  is  not  only  necessary  that  it 
be  done  intuitively  but  scientifically.  "Intuition"  must  have  a 
basis  in  facts. 

In  studying  types  as  in  drawing,  we  begin  with  generalities  and 
go  into  details. 

Begin  by  the  study  of  the  whole,  the  general  appearance  and  form 
of  the  man.  Proceed  to  study  parts  and  their  relationship  to  the 
whole.  Finish  by  detailed  and  careful  study  of  the  head,  face  and 
hands. 

Now,  what  are  the  principal  parts  of  the  human  structure? 
Bones  and  muscles,  brains  and  nerves,  stomach,  intestines,  heart 
and  lungs.  When  a  certain  part  preponderates  in  the  formation, 
we  are  apt  to  designate  the  man  by  the  preponderating  part.  From 


134  SALESMANSHIP:  THE  FOURTH  PROFESSION 


this  tendency  to  recognize  physical  and  mental  peculiarities  of 
structure  by  names,  comes  the  classification  of  temperaments.  Their 
classification  becomes  scientific  only  when  we  recognize  the  ground 
work  of  each  temperament,  the  relation  of  one  temperament  to 
another  and  the  result  of  the  various  combinations  of  temperament. 

A  temperament  is  a  condition  of  the  animal  structure,  which  is  at 
once  fundamental,  specific  and  distinct.  Bones  and  muscles  are 
fundamental.  They  are  in  all  animal  structures,  they  have  a  specific 
task  to  perform,  that  of  supporting  and  moving  the  body.  They  are 
distinct; — not  liable  to  be  mistaken  for  anything  else.  The  same 
rule  applies  to  the  brain  and  nerve  system  and  to  the  nutritive 
system.  Each  of  these  bodily  conditions  is  fundamental,  specific 
and  distinct,  therefore  the  basis  of  a  temperament. 

The  average  salesman  cannot  go  into  the  complexities  of  this 
study,  and  must  have  a  concise  estimate  of  what  he  wants  to  know, 
therefore  we  confine  ourselves  to  giving  the  popular  exposition 
or  outline  of  the  temperaments  and  their  mental  and  physical  char- 
acteristics, before  going  into  detail  as  to  the  reading  of  character. 

Inasmuch  as  no  two  individuals  are  alike  in  every  particular,  no 
two  individuals  are  exactly  alike  in  temperament.  So  there  are 
almost  as  many  temperaments  or  grades  of  temperaments  as  there 
are  persons.  Each  one  has  some  modification,  or  a  temperament 
of  his  own,  which  can  be  recognized  only  by  understanding  what  each 
pure  type  signifies. 

The  elements  of  the  temperaments  are  derived  from  the  different 
systems  of  organs  in  the  human  structure. 

First,  there  is  the  organic  frame  work  consisting  of  bones  united 
by  muscles  and  tendons,  and  as  they  act  in  harmony  and  connection 
with  one  another,  they  form  a  distinct  system,  which  system  con- 
stitutes the  basis  for  the  temperament  of  motion,  or  Motive  Tem- 
perament sometimes  called  the  Bilious  Temperament. 

Second,  the  nutritive  system  consisting  of  all  the  organs  that 
contribute  to  the  manufacture  and  distribution  of  nutrition  and 
the  removal  of  waste,  which  is  composed  of  the  digestive  apparatus, 
stomach,  intestines,  etc.,  and  the  Lungs,  Heart,  Arteries  and  blood 
vessels;  these  organs  act  in  conjunction  with  one  another  in  preserv- 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  135 


ing  and  maintaining  the  vitality  or  nourishment  of  the  structure, 
and  form  a  basis  for  another  temperament  called  the  Vital  Tempera- 
ment. 

Some  scientists  separate  the  manufacturing  and  distributing 
part  of  this  system  and  designate  that  part  of  the  system  connected 
directly  with  the  blood,  as  a  basis  of  a  temperament,  called  The 
Sanguine  Temperament,  which  is  described  as  having  great  activity 
of  the  blood  vessels,  florid  complexion,  etc.;  and  that  part  of  the 
system  that  is  connected  with  the  digestive  apparatus  (or  making  of 
blood)  The  Lymphatic  Temperament,  which  is  described  as  having 
an  abundance  of  flesh. 

We  believe  that  the  temperaments  will  be  more  easily  under- 
stood and  recognized  by  grouping  the  organs  that  work  in  unison  and 
making  them  the  basis  of  a  single  temperament,  and  sub-dividing 
it  later  so  that  the  temperaments  classified  by  some  as  Sanguine  and 
Lymphatic  are  included  in  our  classification,  The  Vital  Tempera- 
ment, for  reasons  as  before  stated. 

Third,  The  Brain  and  Nervous  system.  Composed  of  the 
brain  which  is  the  center  of  the  physical  organization  and  the  nerves 
which  convey  messages  and  sensations  to  and  from  the  brain  to  the 
other  parts  of  the  body.  As  these  organs  act  in  conjunction  with 
one  another  we  find  here  the  basis  of  another  Temperament  called 
the  Mental  Temperament.  This  temperament  has  also  been  known 
as  the  Nervous  Temperament  and  at  an  earlier  date  as  the  Melan- 
cholic Temperament. 

We  have  therefore  this  classification  of  the  Temperaments  and 
the  basis  for  the  classification. 

BASIS  OF  TEMPERAMENTS 

Motive     [Bones 

Muscles 

> 

Breathing  Apparatus — Lungs 


Vital 


Digestive  Apparatus — Stomach,  intestines,  etc. 


Distributing  Apparatus — Heart,  arteries,  and 

blood  vessels 
Mental    /Brains 

\Nerves 


136  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Man's  physical  and  mental  activities  may  be  safely  predicted 
from  his  temperament.  The  indications  of  the  pure  types  are: 

Motive  Temperament:  Bones  prominent,  tall,  coarse  abundant 
hair  usually  black,  dark  eyes,  thick  dark  skin,  intense  feeling,  quick 
and  positive;  the  make-up  giving  an  impression  of  strength.  Well 
developed  muscular  system.  People  of  this  temperament  are  fond 
of  the  substantial.  Occasionally  we  find  light  complexioned  people 
of  the  motive  temperament  hair  is  coarse  but  light,  or  red.  The  man 
with  the  Motive  Temperament  has  good  mechanical  and  business 
aptitudes;  can  adapt  himself  to  either  in  or  out  door  pursuits.  Great 
working  power.  In  dealing  with  an  individual  of  this  temperament 
be  brief,  serious  and  consistent.  Be  careful  not  to  contradict  him, 
but  explain  the  merits  of  your  proposition  and  above  everything  else 
produce  the  goods,  in  other  words,  "show  him."  If  you  fail  to 
interest  him  at  the  first  interview,  try  again. 

Vital  Temperament:  Roundness  of  figure,  bones  covered  with 
flesh,  full  development  of  the  abdominal  region.  Reddish  or  light 
hair.  Blue  or  light  eyes  of  any  color,  fair  skin,  round  or  full  face, 
head  wide  above  and  between  the  ears,  warmth  and  ardor  of  feeling; 
the  whole  figure  giving  the  impression  of  a  good  appetite,  digestion 
and  circulation.  Excessive  Vital  Temperanient  inclined  to  put  on 
flesh  and  grow  heavier  and  stouter  as  the  years  go  by.  He  is  not 
necessarily  lazy  because  of  this,  and  may  be  an  earnest  worker  or 
pusher.  Having  an  abundance  of  healthy  blood  freely  distributed 
to  all  parts  of  the  system,  gives  life  and  vitality;  hence  he  is  hearty 
and  cheerful.  You  must  move  slowly  and  cautiously;  to  influence 
him,  lay  your  proposition  before  him  with  clearness,  precision  and 
deliberation,  quietly  demonstrate  how  he  may  profit  by  the  propo- 
sition and  give  him  time  to  think  it  out.  A  person  of  this  tempera- 
ment is  better  seen  after  a  good  dinner  as  he  will  be  more  easily  pleased. 
When  the  temperament  is  too  nutritive,  the  virtues  are  apt  to  be 
negative. 

Mental  Temperament:  Body  slight  not  necessarily  small  but 
usually  of  medium  stature,  delicate  outline  of  figure,  fine  light  brown 
or  black  hair,  head  larger  at  front,  forehead  high  and  wide,  face 
narrowing  down  to  a  small  chin,  making  it  pyraform  or  shaped  like 
a  pear;  black,  dark  blue  or  grey  eyes,  head  seems  large  for  the  rest 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  137 


of  the  body,  especially  for  the  face.  The  whole  figure  giving  the 
impression  that  the  mind  works  at  the  expense  of  the  body.  Not 
aggressive,  impulsive  in  action,  animated,  quick  tempered,  and 
hasty  to  form  conclusions.  He  will  form  his  questions  and  answers 
readily.  Permit  him  to  fully  express  himself,  let  him  do  most  of 
the  talking.  Do  not  contradict,  appeal  to  his  reason  and  explain 
your  proposition  in  as  few  words  as  possible.  Being  able  to  reason 
and  argue  he  appreciates  these  qualities  in  others. 

In  a  harmonious  or  equally  balanced  temperament  each  system 
or  basis  of  a  temperament  being  represented  in  an  equal  degree,  the 
individual  would  be  capable  of  manifesting  the  characteristics  of 
each  of  the  temperaments  equally.  But  there  are  very  few  people 
so  equally  balanced  that  they  do  not  manifest  a  predominence  of  the 
Motive,  Vital  of  Mental  Temperament.  A  harmonious  blending  of 
the  temperaments  is  better  than  over-balancing  of  any  one  temper- 
ament. We  conclude  that  a  man  has  a  well  balanced  temperament 
when  he  is  well  proportioned  in  head,  frame  and  flesh. 

The  whole  figure  is  compact  and  rounded,  no  part  appears  to 
attract  attention  more  than  the  rest;  the  bony  structure  has  no 
undue  prominence;  the  muscles  do  not  stand  out  in  bunches;  the 
chest  is  large  enough  but  not  too  large,  the  abdomen  is  neither 
drawn  in  nor  bulged  out;  the  head  does  not  strike  you  as  being  either 
too  large  or  too  small,  for  the  body.  Well-balanced  people  may 
be  either  large  or  small,  but  are  generally  of  medium  size. 

The  well  balanced  man  moves  evenly  and  steadily,  rises  quietly 
in  the  world,  without  fuss,  makes  good  every  step  as  he  takes  it. 
Circumstances  do  not  control  him.  He  controls  them  by  making 
the  best  of  each  condition  they  present.  A  salesman  should  certainly 
try  to  become  well  balanced  in  temperament  because  a  lack  of 
harmony  tends  to  hold  one  back  in  the  life  race.  No  matter  how  good 
a  brain  a  man  has,  he  dies  when  his  heart  gives  out,  and  his  thinking 
capacity  is  eventually  measured  by  his  ability  to  digest  his  dinner. 

General  Garfield  is  a  good  specimen  of  the  well  balanced  tem- 
perament. He  rose  to  high  position  by  force  of  character;  not 
particularly  brilliant,  but  he  had  the  all-around  completeness  that 
goes  with  harmony  of  temperament. 


138 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  salesman  must  remember  that  it  is  not  often  that  he  will 
meet  with  an  individual  of  a  pure  temperament.  Generally,  there 
exists  a  blending  of  several.  Knowing  what  color  of  eyes,  and  hair, 
what  form  of  face  and  body,  go  with  each  kind  of  temperament,  he 
should  be  able  to  determine  the  preponderating  characteristics  of 
any  particular  temperament  in  any  individual  at  a  glance.  It  is 
simply  a  matter  of  practice.  In  exact  proportion  that  he  is  able  to 
judge  of  temperamental  characteristics,  will  he  be  able  to  form 
an  accurate  estimate  of  any  person's  character  by  head,  face,  and  form. 

RECAPITULATION  OF  PURE  TYPES 


Motive 


Hair,  coarse,  black,  abundant 
Eyes,  black  or  dark  brown 
Complexion,  dark  or  olive 
Face,  long,  high  cheek  bones 
Nose,  prominent 
Neck,  strong  and  rather  long 
Form,  tall,   broad  shoulders, 
chest  moderate 


Characteristics 
Leader,  loves  power  and 

conquest 

Self=reliant,    persevering 
Ambitious 

Constant  in  friendship 
Positive  in  manner 
Language  strong  and 

emphatic 

Talk  directly  to  the  point 
Adapted    to    mechanical 

or  business  pursuits 


When  not  influenced  by  mental,  result  is  mere  animal  strength, 
and  shown  by  small  head  in  upper  part  and  broad  at  the  base,  neck 

short,  and  thick  muscles. 

Characteristics 

Less  inclined  to  study  or 
work  hard  than  when 
motive  leads 

Ardent,  impulsive,  ver- 
satile 

More  diligence  than  per- 
severance 

More  brilliancy  than 
depth 

Sometimes  fickle 

Active  in  mind  and  body 

Outspoken 

General   disposition,    fond   of   good   company   and   good   living; 
should   guard   against   the   excessive    use   of   stimulants   and   over- 


Vital 


Hair,  light  or  reddish 

Eyes,  blue  or  light  of  any  color 

Complexion,  fair  or  pink 

Face,  round 

Nose,  outspread 

Neck,  short  and  thick 

Form,  short,  thick=set,  shoul- 
ders broad,  tapering  limbs, 
comparatively  small  hands 
and  feet 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


139 


eating.     Healthy  condition  of  this  temperament   more  inclined  to 
sanguine-vital;  unhealthy  development  to  the  Lymphatic- Vital. 

Characteristics 
Refined,  sensitive 
Hair,  fine,  soft,  black  or  light     Enduring  in  work 


Mental 


brown 

Eyes,  dark  grey  or  blue 
Complexion,  pale,  clear 
Face,  pyraform,  features 

delicate 

Forehead,  high,  broad 
Head,  large  in  proportion  to 

body 

Nose,  narrow 
Neck,  thin,  long 
Form,  slight,  delicate  in  out* 

line,  medium  height 


Mental  operations  quick 
and  powerful 

Lively  and  vivid   imagi= 
nation 

Moral  sentiments  influ- 
ential 

Irresolute — persistent 
when  final  decision  is 
reached 

Speech  rapid 

Scholar 

I  Intellectual  and    muscu- 
[     lar  effort  enjoyed 

Unhealthy  development  of  this  Temperament  brought  about  by 
too  early  cultivation  or  irregular  growth  of  brain,  close  application 
to  indoor  occupation,  or  to  the  excessive  use  of  stimulants,  tea, 
coffee,  tobacco,  etc.,  produces  nervous  condition  of  body  and  mind. 
Should  take  outdoor  exercise. 

SUB-DIVISIONS   OF   THE    VITAL   TEMPERAMENT 

We  use  the  term  Sanguine  Vital  to  distinguish  those  of  the  Vital 
Temperament  who  show  more  of  the  blood  or  red  in  hair  and  com- 
plexion, and  the  term  Lymphatic  Vital  to  distinguish  those  who 
show  less  of  the  blood  and  more  of  the  flesh  development. 

Characteristics 

Quick  temper,  but  easily  recon- 
ciled 

Emotional,  excitable 
Buoyant,  cheerful 
Prefer   muscular   work  rather 

than  mental 
Not  enduring 

Not  particularly  well  informed 
Speak  without  thinking 
Blunt 


Sanguine 
Vital 


Hair,  red  or  reddish 
Eyes,  blue 
Complexion,  florid 


140 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


Lymphatic 
Vital 


Hair,  blonde  or  light 


Characteristics 
Not  easily  provoked 
Forgives  but  does  not  forget 
Heavy  and  slow,  plodder 


Eyes,  light,  any  color  •{  Prefer    business    to    muscular 
[Complexion,  colorless         work 

Enduring 
Well  informed 

{Face,  round  [Speech  deliberate 

Nose,  outspread 
Neck,  short 
Form,  thick=set 

Sluggish  action  of  the  veinous  system  produces  the  Lymphatic 
condition,  resulting  in  corresponding  slowness  of  action,  and  lack  of 
color  and  vivacity 

We  might  go  still  farther  and  classify  those  of  this  same  face, 
nose,  neck  and  form,  but  with  black  hair  and  eyes  and  the  olive 
complexion,  as  Bilious  Vital. 

You  will  notice  by  referring  to  diagrams  of  the  pure  types  that: — 
Power  and  Endurance  show  the  Motive  Temperament. 
Fullness  of  form  shows  the  Vital  Temperament 
Delicacy  of  structure  shows  the  Mental  Temperament. 

In  the  following  combinations  of  temperament  the  first  one  men- 
tioned leads  the  others. 

COMBINATION  OF  TEMPERAMENTS 


Motive 
Mental 
Vital 


Hair,  fine,  black 
Eyes,  black  or  dark  brown 
Complexion,  olive 
Forehead,  broad,  high 
Face,  square 
Nose,  outspread 
Neck,  short 
Form,   medium,  fully 
developed 


Characteristics 
Intense,  serious 
Passionate,   jealous, 

revengeful 
Persistent,  enduring 
Business  preferred  to  mus- 

cular  or  intellectual 

pursuits 
Cool  and  cautious  in  busi= 

ness 

Speech  decided 
Well  informed 
Conclusions  thoughtfully 

arrived  at 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


141 


Advice  to  Salesmen:  In  this  character  you  will  find  a  very 
intelligent,  wide-awake  customer.  A  good  buyer  if  his  impression 
of  you  is  favorable.  Be  serious  and  polite  in  addressing  him. 


Mental 
Sanguine- 
Vital 


Hair,  fine,  red 
Eyes,  blue 
Complexion,  pink 
Face,  pyraform 
Nose,  narrow 
Neck,  long 
Form,  short,  slight 


Characteristics 
Self-satisfied 
Loves    poetry,    music    and 

art 

Refined,  emotional 
Not    enduring    in    physical 

work 

Excitable,  vivacious 
Prefer  artistic  occupations 

to  business 


Advice  to  Salesmen:  This  man  is  apt  to  be  ver-y  sensitive.  Be 
pleasant  and  cheerful,  but  clinch  your  proposition  as  quickly  as 
possible,  otherwise  he  might  change  his  mind  and  waste  your  time 
by  talking  on  every  subject  except  the. one  you  intend  to  propose 
to  him. 

Characteristics 


Motive 
Mental 


Hair,  black 
Eyes,  black  or  grey 
Complexion,  pale 
Face,  rugged 
Forehead,  high,  broad 
Nose,  prominent,  bony 
Neck,  long  and  strong 
Form,  tall,   muscular,   flesh 
firm 


Capable 

Considerate  of  the  rights 
of  others 

Not  easily  discouraged 

Positive  in  manner 

Talk  directly  to  the  point, 
with  simplicity  and  earn- 
estness 


We  are  all  familiar  with  the  portrait  of  Abraham  Lincoln,  who 
was  a  good  representative  of  this  combination.  Mental  tempera- 
ment, controlled  by  motive,  almost  entirely  lacking  the  smooth- 
ness and  plumpness  of  the  Vital,  but  the  social  and  domestic  pro- 
pensities being  large  had  a  tendency  to  soften  the  otherwise  harsh 
outline  making  him  gentle  and  kind. 

Advice  to  Salesmen:  Be  calm  and  cool  in  approaching  this 
man.  Do  not  get  excited.  Do  not  argue.  State  your  proposition 


142 


SALESMANSHIP:  THE  FOURTH  PROFESSION 


briefly  and  to  the  point.     He  will  prove  a  good  customer  if  you  do 
not  antagonize  or  contradict  him. 


Mental 

Sanguine-Vital 

Motive 


Hair,  light,  sandy 

Eyes,  blue 

Complexion,  florid 

Face,  tapering 

Nose,  thin 

Neck,  long,  thin 

Form,  tall,  muscular  but  slight 


Hair,  eyes,  complexion,  Sanguine-  Vital.  Face,  nose,  neck, 
mental.  Form,  motive.  A  hustler  in  business.  Good-natured 
and  cheerful,  active  and  excitable. 

Advice  to  Salesmen:  In  order  to  be  successful  in  presenting 
a  proposition  to  the  above  gentleman,  the  salesman  must  be  in  a 
happy  mood  himself.  He  must  use  a  little  witticism,  not  too  much, 
and  be  a  "jolly  good  fellow."  The  salesman  should  not  commit 
the  error  of  being  coarse,  the  more  refined  his  witticism,  the  more 
likely  he  is  to  please  his  prospect.  The  individual  of  the  above 
characteristics  is  apt  to  be  changeable,  and  should  the  salesman 
fail  to  effect  a  sale  at  that  interview,  he  must  be  sure  to  leave  a  good 
impression. 

Hair,  light,  coarse 
Eyes,  small,  light 
Complexion,  fair 
Motive    <|  Face,  long 
Vital          Nose,  outspread 

Neck,  thick  and  muscular 

Form,  large,  well  covered  with  firm  flesh 

/ 

Hair,  eyes,  complexion,  nose,  Vital.  Face,  neck,  Motive.  Form, 
both.  The  addition  of  some  mental  would  make  this  temperament 
crafty  in  business.  Without  it,  the  type  is  fitted  simply  for  muscular 
work. 


Advice  to  Salesmen:     This  man  will  look  for  a  special  bargain 
and  will  not  be  satisfied  unless  he  thinks  he  has  one.     Show  him  where 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


143 


he  will  profit  by  the  proposition  and  you  can  easily  convince  him 
on  other  points. 

Hair,  light  brown 
Eyes,  grey 

Complexion,  good  color 
Mental      Forehead,  broad 
Vital        i  Face,  square 

Nose,  outspread 
Neck,  short  and  thick 

Form,    well    developed,    stout    limbs,    plump 
hands 

Large  brain,  well  supplied  with  nourishment,  gives  the  ability 
to  think  clearly  and  accurately,  while  the  vital  strength  gives  endur- 
ance. Could  manage  the  affairs  of  a  nation. 

Advice  to  Salesmen:  A  common  sense  customer,  capable  of 
understanding  a  proposition  and  looking  for  a  bargain;  display 
and  state  the  merits  of  your  goods  in  a  practical,  matter-of-fact 
way.  He  will  buy  if  you  exercise  patience  and  good  nature. 

f  Hair,  black 
|  Eyes,  black 

Complexion,  olive 

Face,  pyraform 

Nose,  thin 

Neck,  thin 

Form,  slight 

Form,  neck,  nose,  face,  Mental.  Complexion,  hair,  and  eyes, 
Motive. 

Advice  to  Salesmen:  Remember,  that  a  person  of  the  above 
description  is  apt  to  be  a  highly  excitable  individual.  Quick  in 
speech  and  action.  Irritable.  Brief,  consequently  explain  any 
business  in  as  concise  a  manner  as  possible.  Do  not  unnecessarily 
intrude  upon  his  time.  Consider  him  as  somewhat  whimsical. 
State  the  merits  of  your  proposition  and  clinch  it  right  then  and 
there,  as  anything  that  comes  up  afterwards,  may  change  his  mind. 

These  few  examples  of  Temperament  will  serve  to  illustrate 
the  influence  of  the  different  combinations  of  temperament. 


Mental 
.,   ,. 

Motive 


144  SALESMANSHIP:  THE  FOURTH  PROFESSION 


QUALITY  IN  MEN 

There  are  fine  men  and  coarse  men.  In  some  men  everything 
is  hard,  rough  and  severe;  the  skin  is  rough,  the  features  are  just 
chopped  out  of  the  hard  material;  the  hand  is  knotty,  rough,  strong 
and  evidently. unsuitable  for  fine  manipulations;  the  voice  is  harsh; 
the  movements  are  heavy  and  without  grace;  the  hair  bristly  and 
stands  out  like  a  brush.  These  men  are  of  coarse  quality. 

Other  men  are  fine,  smooth,  well  finished,  with  thin  skin  that 
glows  with  every  change  of  feeling,  for  the  blood  gets  to  the  surface 
easily.  In  them  the  features  are  finely  chiseled;  you  can  see  where 
one  begins  and  the  other  ends.  The  hands  are  fine  and  flexible, 
fitted  for  delicate  manipulations.  The  voice  is  musical  and  clear. 
Every  movement  is  easy  and  graceful.  The  hair  is  soft,  like  silk, 
lying  around  the  head. 

Fine  quality  can  belong  to  any  sex  or  temperament.  The  bony 
and  coarser  temperaments  are  generally  the  coarser  and  muscular 
men.  Fine  hair  means  fine  bones  and  muscles  and  a  sensative  and 
nervous  temperament.  They  can  enjoy  and  suffer  more  than  the 
coarser  and  common.  The  coarse  can  enjoy  a  life  of  hardship  and  can 
endure  privations.  Rugged  coarseness  in  pioneers  smooths  the  way 
for  delicate  fineness  that  comes  after  it,  and  develops  art,  music  and 
beauty.  These  two  classes  are  both  useful,  but  one  could  not  change 
places  with  the  other.  The  coarse  nature  is  happy  when  well  fed, 
well  clothed,  and  all  the  animal  wants  attended  to.  The  finer  nature 
needs  sympathy,  tenderness,  poetry,  art,  beauty,  to  gratify  the 
aspirations  of  the  soul.  They  are  dreamers  and  inclined  to  be  aes- 
thetic. They  shut  themselves  away  from  the  wear  and  tear  of  a 
working  day  to  build  up  for  themselves  an  ideal  world. 

If  a  coarse  man  is  also  a  bad  man,  he  is  full  of  gross  vice  and 
sensualism.  A  low  life  builds  up  the  lower  organs  of  the  body.  It 
enlarges  the  back  brain  (cerebellum)  fills  up  the  lower  earlobes. 
If  a  man  is  too  coarse,  he  can  become  finer  by  improving  the  intellect 
and  exercising  the  higher  faculties  generally.  If  a  man  is  too  fine 
he  can  harden  himself  by  taking  more  interest  in  daily  life  and  do 
hard  work. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  145 


Between  the  extreme  fine  and  coarse  there  are  all  shades  of 
quality.  This  just  depends  upon  their  faculties.  A  coarse  man 
likes  his  religion  hot  and  strong — a  brass  band  and  loud  shouting. 
To  appeal  to  him  you  must  picture  a  blazing  hell  and  angry  God, 
a  pleasant  place  of  abode  as  a  reward.  He  spiritualizes  nothing. 
A  finer  fibre  shrinks  from  all  the  noise  and  blaze  of  such  and  worships 
quietly.  These  two  classes  quarrel  about  their  respective  modes  of 
worship  and  call  one  another  "ranters"  and  "ritualists."  Both  may 
be  in  earnest.  The  difference  is  in  their  temperaments,  not  in  their 
spirits.  We  must  make  allowance  for  each  other.  We  can't  blame 
a  coarse  man  for  speaking  plainly  and  directly.  He  must  give  vigor- 
ous speech  to  his  thoughts;  it  is  his  nature. 

HEALTH  SIGNS 

For  the  benefit  of  the  salesman  himself  we  give  a  few  of  the  health 
signs. 

A  depression  of  the  nervous  system  in  the  region  of  the  stomach 
or  a  chronic  inflammation  will  be  shown  by  a  falling  in  of  the  face. 
Failure  of  nutrition  is  first  apt  to  show  itself.  If  behind  the  ears 
and  around  them  the  skin  gets  white  or  grey  there  is  defective  nutri- 
tion and  something  seriously  wrong  with  the  body.  People  advanced 
in  consumption  get  deadly  white  and  thin  thereabouts.  So  long  as 
the  ears  are  a  good  color  and  the  region  behind  and  below  them  has 
a  natural  appearance,  there  is  no  immediate  danger  of  losing  life. 

There  are  some  thin  and  worn  out  men  who  appear  as  if  they  had 
not  much  time  to  live,  and  yet  they  keep  on  living  in  the  most  un- 
accountable manner.  To  all  appearances,  they  ought  to  die,  but 
they  do  not.  A  study  of  these  men  would  reveal  the  presence  of  a 
prominent  mastoid  process,  the  bony  knob  just  back  of  the  ear.  It 
is  indicative  of  vivativeness,  or  love  of  life.  There  are  other  men 
who  appear  strong  and  well  and  yet  when  anything  ails  them  they  die 
almost  without  warning.  In  these  cases  the  mastoid  process  is  weak. 
To  understand  men,  to  understand  ourselves  even,  to  know  whether 
or  not  we  are  likely  to  make  a  good  struggle  for  life,  we  ought  to  study 
our  health  sighs. 

A  careful  delineator  of  character  and  conditions  will  always 
warn  his  subjects  of  their  bodily  needs  and  tell  them  how  to  avoid 


146  SALESMANSHIP:  THE  FOURTH  PROFESSION 


disease.  In  many  instances,  the  modification  of  physical  conditions 
is  more  necessary  than  anything  else.  Frequently,  too,  people  have 
formed  entirely  erroneous  ideas  of  life  and  duty.  Sometimes  a  pale 
and  sickly  man  wants  to  know  how  to  push  on  with  his  studies  and 
make  his  brain  do  more  work.  Really  what  he  wants  is  complete 
nerve  rest,  failure  in  memory  being  caused  by  overwork  and  nervous 
debility.  The  man  who  would  benefit  by  a  course  of  study  often 
spends  his  time  in  baseball,  while  the  one  who  needs  atheletic  exer- 
cise in  the  open  air  spends  his  time  in  reading  and  study.  The 
brain  is  just  as  liable  to  morbid  conditions  as  the  body.  A  mental 
dyspepsia  shows  itself  by  a  morbid  mental  appetite. 

If  the  vital  health  signs  of  the  face  are  falling  in  or  if  they  are 
flat  to  begin  with,  there  is  no  force  to  spare  for  dissipation  of  any 
kind.  And  the  dissipation  of  a  hard  course  of  study  if  often  the 
worst  possible. 

The  facial  signs  tell  of  two  things  differing  materially  from 
each  other,  viz.,  weakness  of  an  organ  and  actual  disease  of  that 
organ.  If  young  men  on  their  own  account  would  find  out  from 
facial  study  what  are  their  physical  defects,  which  are  their  weak 
organs,  they  would  have  a  chance  of  protecting  themselves.  They 
would  be  warned  in  time  and  might  then  take  steps  to  strengthen 
the  weak  heart,  stomach  or  whichever  organ  is  affected  or  likely 
to  be,  and  also  avoid  putting  an  extra  strain  on  such  organ. 

There  are  young  men  who  train  for  athletic  performance  with- 
out knowing  the  state  of  their  heart.  A  man  whose  chin  is  weak 
and  whose  health  poles  are  flattened  ought  to  gradually  increase 
heart  power  by  gentle  exercise  at  first,  taking  more  severe  ones  as 
he  proceeds,  but  never  going  to  the  extreme  or  trying  -to  perform 
great  feats.  Most  athletic  breakdowns  are  early  in  life  owing  to 
a  breakdown  of  some  great  vital  organ.  Few  reach  old  age.  Those 
who  try  to  become  athletes  and  fail  owing  to  some  organic  weak- 
ness of  which  they  ought  to  have  been  warned  are  very  numerous. 
Some  of  them  die  immediately  with  inflammation  of  the  lungs,  while 
others  are  ruptured,  contract  aneurism  or  drop  into  chronic  debility 
out  of  which  they  never  emerge. 

How  little  the  majority  of  people  know  about  health!  Yet 
health  signs  are  all  too  apparent.  The  knowledge  upon  this  subject 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  147 


can  easily  be  acquired  in  a  few  hours  or  at  most  a  few  days.  A 
good  general  knowledge  of  physiology  with  a  few  laws  of  health  and 
health  signs  may  be  obtained  readily. 

We  may  spend  more  time  in  learning  a  musical  scale  or  a  Latin 
declamation  than  the  above  important  studies  would  require.  On 
this  subject  Herbert  Spencer  speaks  most  strongly.  He  says: 
"If  any  one  doubts  the  importance  of  an  acquaintance  with  the 
principles  of  physiology  as  a  means  of  a  complete  living,  let  him  look 
around  and  see  how  few  men  and  women  he  can  see  in  middle  life 
or  later  life  who  are  thoroughly  well.  Only  occasionally  do  we 
meet  with  an  example  of  vigorous  health  continuing  to  old  age;  hourly 
we  meet  examples  of  acute  disorders,  stomach  ailments,  general 
debility,  premature  decrepitude." 

Scarcely  is  there  one  to  whom  you  put  the  question  who  had  not 
in  the  course  of  his  life  brought  upon  himself  illness  which  a  little 
information  would  have  saved  him  from.  There  is  a  case  of  heart 
disease,  subsequent  to  rheumatic  fever,  which  reckless  exposure 
caused.  There  is  a  case  of  eyes  spoiled  by  over-study.  And 
today  we  are  told  of  another  who  had  to  lie  by  for  years  because  he 
did  not  know  that  the  palpitation  from  which  he  suffered  resulted 
from  an  overtaxed  brain. 

The  value  of  regular  habits  of  eating,  sleeping,  exercise  and 
bathing  cannot  be  overestimated  by  the  salesman  whose  success 
depends  so  largely  upon  his  physical  condition.  Students  of  this 
course  will  do  well  to  ally  themselves  continually  with  organizations 
which  give  opportunities  for  developing  the  all-around  man.  It 
is  the  best  insurance  for  any  salesman. 

A  study  of  mentality  leads  to  accuracy  of  expression  in  speech, 
it  cautions  one  against  the  wrong  kind  of  argument  or  paradoxi- 
cally, the  right  kind  of  argument  and  advocacy,  to  the  wrong  man- 
Descriptive  mentality,  salesmanship  and  a  study  of  personal  inter- 
est all  prove  that  what  is  impressive  to  one  person  is  often  wholly 
uninteresting  to  another,  even  where  one  would  most  expect  interest. 


"Knowledge  comes  by  eyes  always  open  and  working  hands. 
There  is  no  knowledge  that  is  not  power." 

— Emerson. 


148  SALESMANSHIP:  THE  FOURTH  PROFESSION 


QUESTIONS 

1.  How  is  knowledge  of  human  types  acquired? 

2.  How  do  we  study  men? 

3.  When    does   the   classification    of   the    Temperaments    become 

scientific? 

4.  Explain  the  muscular  system  from  which  the  classification  of 

the  Motive  Temperament  is  derived. 

5.  Describe  the  nutritive  system  which  forms  the  basis  of  the 

vital  temperament. 

6.  What  is  the  basis  of  the  mental  temperament? 

7.  State  what  may  be  safely  predicted  from  a  man's  temperament. 

8.  Describe  the  man  with  the  motive  temperament  and  tell  how 

to  effect  sales  with  a  man  when  this  temperament  predom- 
inates. 

9.  Describe  the  man  with  the  vital  temperament  and  state  how  the 

proposition    should    be    presented    when    this    temperament 
leads. 

10.  Describe  the  man  with  the  mental  temperament  and  manner 

of  presenting  the  proposition  when  this  temperament  leads. 

11.  Describe  the  man  with  a  well  balanced  temperament. 

12.  Describe  the  combination  of  motive  and  mental  temperament. 

13.  Describe  the  vital  temperament  combined  with  a  full  amount 

of  mental  temperament. 

14.  Explain  the  effect  of  fine  quality  in  man. 

15.  Explain  the  effefet  of  coarse  quality  in  men. 

16.  If  a  man  is  too  coarse  how  may  he  become  finer? 

17.  If  a  man  is  too  fine,  how  may  he  harden  himself  so  that  he  will 

be  more  useful? 

18.  How  is  defective  nutrition  shown? 

19.  Why  should  salesmen  ally  themselves  with  some  organization 

where  there  is  an  opportunity  for  Physical  Culture? 

20.  Give  the  quotation  at  the  close  of  this  lesson. 

Written  Exercise  for  this  lesson. 

Write  a  description  of  the  temperaments  of  five  of  your  friends, 
together  with  your  observations  of  their  several  characteristics. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  149 

NOTES 


150  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  151 

NOTES 


152  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  XII 


CHARACTER  READING 

Heads  and  Skulls.  Judge  a  man  by  the  shape  of  his  head  and 
not  by  the  size,  because  the  relative  quality  of  brain  in  certain  por- 
tions is  determined  by  the  shape,  and  not  the  size  of  the  head.  A 
large  head  sometimes  contains  very  little  intelligence  and  a  smaller 
one  considerable. 

As  you  study  heads  you  will  notice  a  great  difference  in  their 
shape;  certain  parts  are  fuller  than  certain  other  parts,  showing  that 
they  are  more  fully  developed,  and  it  is  these  developments  that  you 
are  to  observe  and  take  into  consideration. 

The  skull  is  a  wonderful  structure;  it  is  the  home  that  the  brain 
lives  in  and  is  intended  to  protect  it.  The  brain  fills  up  the  whole 
cavity  of  the  skull  from  the  orbits  of  the  eyes  to  the  back  of  the 
neck.  It  is  not  imprisoned  in  the  skull  as  some  people  seem  to 
think.  "The  bone  of  the  skull  is  living  matter  and  receives  nutri- 
tion by  the  blood  just  as  the  muscles  do,"  and  grows  to  accomodate 
the  growth  of  the  brain. 

"The  method  of  the  growth  of  the  skull  is  supposed  to  be  this; 
if  it  is  necessary  to  remove  the  material  of  which  the  bone  is  com- 
posed to  make  room  for  the  growing  brain,  the  bony  material  is  dis- 
solved, absorbed,  carried  into  general  circulation  and  new  bony 
matter  is  formed  a  little  farther  off  so  as  not  to  press  on  the  brain 
and  hinder  its  growth." 

The  thickness  of  the  skull  is  fairly  uniform  but  great  activity 
of  any  part  of  the  brain  tends  to  make  the  skull  thinner  over  that 
part  so  that  something  of  the  life  a  man  has  lived  can  be  told  from 
the  skull  by  putting  a  lighted  candle  inside;  the  light  will  shine  through 
the  thinner  places,  which  indicates  that  the  brain  was  particularly 
active  in  that  section.  In  life  the  shape  of  the  head  or  skull  reveals 
the  part  of  the  brain  that  is  most  active  because  of  protusion  or 


154  SALESMANSHIP:  THE  FOURTH  PROFESSION 


bulging  in  that  section,  and  it  only  remains  to  determine  the  location 
of  the  different  sets  of  faculties  to  know  what  faculties  are  prominent. 

Phrenologists  tell  us  that  the  intellectual  faculties  are  located 
in  the  front  part  of  the  head,  and  it  has  been  scientifically  demon- 
strated that  men  of  great  intelligence  show  a  particularly  full  develop- 
ment of  the  forehead,  and  men  of  less  intelligence  a  correspondingly 
smaller  development,  which  would  go  to  show  that  the  statement 
was  correct  and  that  the  intellectual  faculties  are  located  in  the 
anterior  or  front  lobe  of  the  brain.  The  location  of  the  other  sets 
of  faculties  have  been  determined  in  the  same  way. 

The  selfish  propensities  being  located  in  the  middle  lobes  of  the 
brain,  render  the  head  wider  between  the  ears  and  give  breadth  to 
the  face;  these  faculties  include  all  those  that  contribute  to  force, 
severity  and  constitutional  vigor. 

The  social  and  domestic  faculties  being  located  in  the  back  of 
the  head  or  posterior  lobes  of  the  brain,  a  fullness  of  this  part  of  the 
head  would  indicate  that  a  man  was  "social,  friendly  and  warm 
hearted." 

To  give  you  some  idea  of  the  location  of  the  different  sets  of 
faculties  we  present  the  chart  shown  on  opposite  page. 

EXPLANATION  OF  CHART 

The  lines  drawn  give  the  approximate  outline  of  the  location  of 
the  different  groups  of  faculties. 

At  the  side  of  the  head,  in  front  of  and  directly  over  and  behind 
the  ears  (A)  we  have  the  animal  propensities;  appetite,  force,  resist- 
ance. 

Built  upon  these  (C)  we  have  the  selfish  propensities;  at  the  back 
of  this  space,  beginning  at  the  bottom,  secretiveness,  caution,  ambi- 
tion, self-esteem;  at  the  sides  of  this  space  toward  the  front  the 
business  and  constructive  qualities,  acquisitiveness  and  construc- 
tiveness. 

Behind  these,  filling  out  the  back  of  the  head  (B),  we  have  the 
social  and  domestic  propensities;  love  of  family,  home;  sociability, 
friendship. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


155 


In  the  forehead  we  have  the  intellectual  faculties.  There  are 
four  stories,  so  to  speak.  In  the  lowest,  directly  over  the  eyes  (D) 
is  the  perceptive  intellect;  observation,  measuring  and  value  qualities. 

The  second  story  (E)  is  the  memonical  intellect;  memory  of 
facts  and  places,  time  and  tune. 

In  the  third  story  (F)  is  the  reflective  intellect;  reasoning  and 
comparison. 


In  the  highest,  or  fourth  story  (G)  is  the  intuitive  intellect.  This 
is  the  region  of  the  brain  farthest  removed  from  the  animal  pro- 
pensities, and  the  least  necessary  to  animal  being.  It  is  the  reverse 
of  the  perceptive  intellect,  being  fed  from  the  spiritual  or  soul  fac- 


156  SALESMANSHIP:  THE  FOURTH  PROFESSION 


ulties,  hence  we  find  here  human  nature  and  in  the  space  above,  or 
the  crown  of  the  head,  (j)  the  moral  qualities,  benevolence,  venera- 
tion, spirituality,  hope. 

Between  the  four  stories  of  the  forehead  and  the  business  and 
selfish  propensities  (H)  we  find  agreeableness,  mirth,  refinement  and 
love  of  grandeur,  and  in  the  space  (I)  justice  and  firmness. 

Prominence  of  any  certain  part  or  region  indicates  that  the 
faculties  located  in  that  region  are  large,  hence  have  a  controlling 
influence.  Full  but  no  undue  prominence  indicates  the  faculties  are 
present  but  not  controlling.  Flatness  of  the  region  indicates  that 
those  particular  faculties  are  deficient.  For  instance,  a  man  whose 
head  was  high  or  projecting  at  the  upper  part  of  (C)would  have  plenty 
of  self  esteem  and  ambition,  while  if  his  head  were  flat  in  that  region 
he  would  be  deficient  in  those  qualities.  The  same  rule  applies  to 
other  regions,  always  taking  into  consideration  the  effect  of  one  set 
of  prominent  faculties  on  another. 

A  man  in  whom  the  bony  substance  is  prominent  will  have  a  thick 
skull.  His  mental  labors  will  be  performed  slowly  but  they  are  not 
of  necessity  poor. 

READING  THE  FACE 

Each  face  reveals  something  of  the  soul  that  lies  behind  it,  and 
records  the  history  of  its  owner — tells  of  his  growth  upward  or  down- 
ward. 

There  are  all  kinds  of  faces  upon  which  the  characteristics,  temper- 
ament, sentiment,  natural  instincts,  education  or  lack  of  education, 
conceit,  wisdom,  etc.,  express  themselves. 

If  selfish  feelings  predominate  and  if  evil  desires  have  sway  in 
our  inner  consciousness,  the  face  will  grow  thick  and  impure. 

Pure  thoughts,  honesty  and  virtue,  will  illuminate  the  face,  a 
happiness  shines  forth  which  attracts  and  inspires  confidence. 

The  best  time  to  judge  character  by  reading  the  face  is  during 
conversation,  when  the  face  is  lighted  up  by  thoughts  and  feelings. 
In  repose  it  is  more  difficult  to  form  a  correct  conclusion.  Study 
profile  as  well  as  front  view. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  157 


The  greatest  difficulty  in  character-reading  by  the  face  is  that 
of  properly  balancing  opposite  qualities;  that  is,  to  take  into  con- 
sideration all  the  different  qualities  shown,  and  adjust  them  to  each 
other,  as  it  is  seldom  that  any  particular  quality  is  so  prominent  as 
to  over-balance  all  the  others  and  sometimes  exactly  opposite  qual- 
ities are  shown. 

What  the  salesman  needs  is  the  ability  to  read  the  kinds  of  capacity 
that  are  dominant,  those  that  are  moderate,  and  those  that  are  minor 
in  the  face  of  the  stranger,  acquaintances  or  expected  patron.  These 
capacities  are  expressed  by  the  relative  size  of  the  parts  of  the  vari- 
ous features  of  the  face.  They  are  elements  of  contour  rather  than 
elements  of  expression.  The  signs  are  no  less  specific  because  they 
blend  into  each  other.  A  study  of  the  face  when  the  indices  are  under- 
stood, leads  to  a  clear  method  of  procedure  to  attract  attention, 
build  friendship,  appreciate  another's  manner,  and  in  brief,  to 
adjust  the  mentality  of  the  reader  to  the  mentality  of  the  one  read. 
There  is  nothing  one  dislikes  so  much  as  to  be  misunderstood,  noth- 
ing one  appreciates  more  than  being  rightly  understood;  one  might 
almost  say  that  men  are  unlike  other  men,  chiefly  in  their  pecu- 
liarities. 

An  honest  face  has  clear,  well-opened  eyes,  and  yet  such  eyes 
are  often  found  in  the  faces  of  crooks.  The  honest  face  is  usually 
longer  than  it  is  wide.  Its  eyes  are  not  of  the  hard,  staring  sort; 
it  is  firm  and  calm,  fuller  in  the  upper  regions  than  in  the  lower  and 
sensual  ones.  It  is  sometimes  coarse  in  profile,  generally  straight, 
rarely  concave. 

I 

A  broad  face  and  low  broad  head  indicate  selfishness.  When 
the  rein  is  given  to  this  kind  of  a  mind,  it  becomes  greedy  enough 
to  covert  the  possessions  of  others. 

In  a  general  way,  all  faces  may  be  classified  as  pear-shaped, 
round  or  oblong.  As  with  the  bodily  form,  you  will  more  often  find 
combinations  than  you  will  the  pure  type. 

Pear  shaped  face,  the  forehead  high  and  broad.  The  features 
long  rather  than  round;  eyes  bright,  indicate  that  the  intellectul 
faculties  predominate. 


158  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  round  face  indicates  that  the  vital  or  nutritive  qualities 
predominate;  denotes  lively,  amiable  disposition,  but  generally 
unstable,  lacking  in  preseverance. 

The  oblong  face  indicates  that  the  muscular  system  is  developed 
— denotes  strength. 

The  three  natural  divisions  of  the  face  have  each  a  central  feature. 
In  the  upper  division,  forehead  and  eyes,  the  eyes  are  the  central 
feature;  in  the  middle  division,  the  nose  is  the  central  feature;  in 
the  lower  division,  mouth  and  chin,  the  mouth  is  the  central  feature. 

Eyes.  The  eyes  proclaim  the  disposition;  keen  grayish  or  green- 
ish-gray, or  blue  eyes  denote  business  sagacity;  energy,  ability. 

Wide  open  clear  eyes  denote  honesty,  frankness;  half-shut  eyes 
mental  alertness,  studying  the  proposition  with  reference  to  his  own 
advantage.  Very  small  eyes  denote  secretiveness,  cunning;  small 
slant  eyes,  deception;  small  bright  eyes,  quick  perception. 

,  Decidedly    blue    eyes,    easily    led.     Dark    eyes,    energy,    quick 
temper;  hazel  eyes,  ability,  firmness,  constancy,  unselfishness. 

Nose.  The  nose  is  an  indication  of  character.  If  there  is  no 
character  to  the  nose  there  is  no  character  to  the  person  possessing  it. 

The  pure  Roman  nose  is  convex  in  outline,  strong  and  prominent 
and  when  full  in  height,  breadth  and  length  denotes  a  positive, 
energetic  aggressive  character.  Is  the  opposite  of  the  Greek  nose, 
does  not  care  for  refinement  nor  luxury. 

What  is  known  as  the  pure  Greek  nose  is  perfectly  straight, 
delicate,  but  well-formed  and  not  sharp.  It  denotes  refinement, 
love  of  literature,  fine  arts,  etc.,  also  acute  reasoning  powers,  crafti- 
ness, and  indirect  action.  Should  be  studied,  in  outline,  as  a  ten- 
dency, to  convexity  adds  energy  and  decision,  while  if  shortened  or 
turned  up,  the  character  is  weakened. 

Its  aggressive  power  is  less  than  that  of  the  Roman.  The  salesman 
dealing  with  this  type  must  not  be  too  aggressive,  but  must  be 
firm  and  display  his  goods  in  a  careful,  dignified  manner.  Impres- 
sions will  mean  a  great  deal.  Nice  fabrics  or  beautiful  designs  will 
attract. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  159 


If  this  nose  gradually  widens  from  below  the  bridge,  making 
the  nostrils  wide,  it  indicates  a  strong,  useful  and  intellectual  char- 
acter. 

You  need  no  special  instruction  for  dealing  with  a  man  of  intellect. 
Intelligent  presentation,  coupled  with  courtesy,  fair  dealing  and 
honesty,  are  what  counts.  They  are  calm  and  considerate  of  the 
rights  of  others;  know  what  they  want;  listen  to  reason  and  may  be 
influenced  by  argument  because  they  are  able  to  reason  and  argue 
themselves  and  appreciate  these  qualities  in  others. 

The  outline  of  the  nose  shown  in  Figure  1  indicates  a  combina- 
tion of  the  Roman  nose;  the  Commercial  nose.  From  a  salesman's 
point  of  view  this  nose  is  partly  aggressive  and  partly  reflective. 
With  a  well  formed  head  it  will  accentuate  the  characteristics  of  the 
individual.  He  will  consider  your  proposition  as  long  as  you  keep 
cool  and  down  to  facts.  Do  not  commence  to  argue  but  quietly, 
seriously,  briefly  explain  the  merits  of  your  goods. 

The  more  elongated  the  nose  and  the  wider  at  the  wings,  the 
greater  the  aptitude  for  shrewd  commercial  planning.  Such  a  nose 
will  render  the  individual  executive,  but  not  so  diplomatic  in  his 
dealings. 

There  is  no  special  characteristic  nor  intellectuality  in  the  pug 
and  snub  nose  type. 

The  degree  of  education  of  this  type  will  modify  the  cruder  or 
rougher  elements  in  his  nature.  The  salesman  must  regulate  his 
conduct  according  to  the  type  of  person  he  has  to  deal  with. 

To  illustrate  the  capacity  expressed  by  the  relative  size  of  parts 
or  contour  of  the  nose,  we  will  take  the  faculty  of  "defense"  located 
at  the  bridge  of  the  nose,  as  this  faculty  is  prominent  in  determining 
the  business  sagacity  of  your  customer. 

The  physiognomist  has  in  his  "mind's  eye,"  as  it  were,  an  imagi- 
nary average  nose  and  its  lines.  Deviations  from  this  average  to 
the  extent  of  a  "pen  line"  count  for  or  against  the  faculty,  or  its 
sub-faculties.  To  make  our  illustration  plain  we  have  made  these 
deviations  quite  marked. 


160  SALESMANSHIP:  THE  FOURTH  PROFESSION 

The  dotted  line  in  Fig.  1  is  a  broad  average  line.  The  faculty 
of  defense  has  the  general  expression,  aggressiveness,  protection  by 
commercial  means,  and  self-defense  by  physical  means.  In  the 
instance  of  the  nose  in  Fig.  1,  protection  rises  highest  from  the 
average,  and  while  there  is  aggressiveness  in  plan  and  methods  of 
attack  toward  any  kind  of  an  adversary,  the  chief  purpose  of  the 
faculty  is  to  prepare  all  kinds  of  commercial  support  and  to  avoid 
risks  in  the  money-loss  direction.  Economy  and  other  faculties  may 
increase  or  diminish  this.  The  self-defense  of  this  nose  is  one  of 
strategy  and  skill,  and  not  that  of  brutality  arising  from  lower 
faculties,  as  in  the  case  of  pugilists. 


Figure  1 

In  business  this  nose  would  be  calm,  persistent,  non-speculative 
asking  for  "sure  things,"  governed  by  experience,  insistence  upon 
rights,  but  not  attacking  the  rights  of  others — unless  aversion, 
destruction,  laudation  and  egotism  are  very  large — and  inclined  to 
push  opinions  more  strenuously  than  commercial  schemes.  Some- 
times these  opinions  are  in  themselves  purely  commercial,  which 
must  be  determined  by  other  faculties.  With  this  brief  outline  of 
Fig.  1,  we  will  draw  some  deductions  on  the  greater  deviations  of 
Fig.  2. 

It  does  not  need  an  expert  in  physiognomy  to  see  that  the  follow- 
ing sub-faculties  are  deficient  in  this  nose.  It  will  not  attack  long 
and  aggressive  tasks,  it  shuns  responsibility  that  requires  severe 
thought  or  consecutive  effort,  its  policies  are  temporary — however 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  161 


vivid  at  the  moment — obligations  are  assumed,  without  constructing 
a  plan  for  their  fulfillment;  and  if  in  business  then  the  faculty  of 
economy,  caution  or  a  good  memory  must  take  the  random  respon- 
sibility for  success.  Other  faculties  may  endow  this  man  with 
temper  and  fighting  qualities,  but  the  absence  of  commercial  diplo- 
macy is  certain,  and  of  a  wise  financial  administration  no  less  so. 


Figure  2 

The  general  energy  of  this  nose  is  spasmodic,  variable,  unsym- 
pathetic and  seldom  profitable.  The  financial  protection  indicated 
is  of  a  diurnal  nature.  The  defense  shown  at  the  nose  of  the  third 
figure  is  pugnacious,  but  not  planned.  Mental  activity,  resulting 
from  strong  faculties  in  other  parts  of  the  face,  might  lead  to  argu- 
mentative contests,  generally  of  a  negative  order.  To  sell  to  this 
nose  one  will  have  to  appeal  to  sociability,  egotism  and  the  appetites. 

If  Fig.  2  is  decidedly  deficient  in  the  sub-faculties  of  Defense, 
then  Fig.  3  is  certainly  strong  in  these.  This  nose  will  plot  and 
plan,  and  urge  its  claims  to  an  issue,  just  so  fast  as  it  can  possibly 
satisfy  its  reason  that  conditions  are  ready.  There  is  no  haphazard 
process  indicated  by  this  bridge-line.  It  is  built  to  carry  heavy 
loads,  heavy  in  proportion  to  the  texture  of  its  fibers  and  the  vigor 
of  the  body  backing  it  up. 


162  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Protection  has  a  high  line  also,  and  shows  intrigue,  reserve  force, 
preparation,  contest  from  a  willforce  standpoint.  To  reach  this  nose, 
safety  must  be  urged,  an  appeal  to  public  spirit,  to  progressive  con- 
ditions under  guarded  forms  of  procedure.  The  formula  of  being  in 
advance  of  the  trade,  and  directing  the  affairs  of  the  community; 
pride,  ambition  and  reason  must  be  appealed  to,  and  then  the  last  of 
the  three,  which  is  commercial  self-defense,  through  which  to  be 
ready  for  an  attack  from  slower  competitors. 


Figure  3 

In  low  quality  men  this  nose  leads  to  genteel  overbearing  in 
manner,  sometimes  to  a  life  of  slick  accomplishment.  But  this  is 
not  often  the  case;  frequently  it  "falls  down"  from  over-ambition. 

If  economy  is  small,  the  nose  thin  and  bloodless,  at  that  point, 
the  disposition  will  be  to  overreach  financial  possibilities,  to  over 
load  in  goods  and  obligations,  and  in  general,  not  to  keep  a  safe 
reserve  fund.  If  the  nose  is  heavy  at  that  part,  the  tendency  will  be 
to  carry  old  truck  and  stock,  to  hang  on  to  dead  loads,  and  generally 
overburden  the  mind  and  store-room  with  needless  details,  on  the 
one  hand  and  out-of-date  goods  on  the  other. 

The  nose,  like  the  other  physiognomical  signs,  only  denotes 
certain  tendencies  according  to  its  outline,  or  indicates  the  existence 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  163 


of  the  faculties  of  the  mind  which  find  expression  in  the  face.     It 
is  for  the  intelligent  salesman  to  make  his  own  deductions. 

Mouth.  The  mouth  proclaims  the  emotions  and  puts  the  stamp 
on  individuality.  Indolent,  pleasure  loving  people  have  large 
mouths,  with  thick,  well-formed  lips. 

Thin  lips  closely  shut  indicate  closeness  in  dealings. 

Well  formed  mouth  firmly  closed,  shows  determined  courage  and 
endurance. 

We  all  know  that  the  person  with  a  large  mouth,  half-open,  is 
stupid;  if  the  forehead  recedes  also,  he  is  not  only  stupid,  but  lacking 
in  ordinary  intelligence. 

You  may  depend  upon  the  man  with  a  mouth  that  turns  up  at 
the  corners  to  be  jolly  and  witty,  while  the  mouth  with  drooping 
corners  indicates  despondency. 

The  well  balanced  mind  is  indicated  by  a  straight  even  mouth 
well  formed  closed  lips.  If  the  upper  lip  is  long,  it  denotes  self- 
esteem;  if  the  lower  jaw  is  large  and  protruding,  it  denotes  tenacity. 

Chin.  Another  important  feature  of  the  face,  by  which  man  is 
to  be  judged,  in  the  chin.  Some  people  have  receding  chins,  or 
runaway  chins.  There  appears  to  be  nothing  to  support  the  lower 
lip.  Their  faces  have  a  weak  appearance.  Sometimes  their  fore- 
heads are  flat  and  receding.  A  weak  chin  denotes  lack  of  courage 
and  a  weak  forehead  lack  of  intelligence.  We  must  not  expect 
much  from  a  person  who  has  both  these  signs  of  weakness.  The 
face  with  chin  and  forehead  both  receding  may  belong  to  a  person 
who  goes  by  fits  and  starts,  may  be  brilliant  and  clever,  but  has  no 
staying  power;  only  firm  chins  have  it. 

By  closing  the  mouth  firmly,  you  increase  the  strength  of  the 
chin. 

A  fine,  square  pointed  chin  denotes  firmness  of  structure  and 
endurance.  If  the  chin  forms  almost  a  right  angle  by  its  projection 
downward  and  outward  it  denotes  a  resolute  character. 

Enlarged  double  chins  indicate  plenty  of  vitality  and  affection. 
Fighting  and  enduring  chins  are  lean,  hard  and  angular.  Many 
noted  pugilists  have  this  form  of  chin. 


164  SALESMANSHIP:  THE  FOURTH  PROFESSION 


THE  HAND 

The  scientific  study  of  the  hand  lies  in  a  consideration  of  the 
whole  hand  especially  the  back,  not  so  much  in  the  palm. 

If  the  body  is  short  and  stout,  so  is  the  hand.  If  the  wrist  is 
thick  the  neck  will  be  thick  too.  If  the  fingers  are  long  and  lean 
and  the  palm  small,  then  the  limbs  are  long,  but  the  trunk  small. 
The  hands  run  to  fingers;  the  body  runs  to  limbs'. 

The  lean,  knotty,  long-fingered  hand  belongs  to  a  lean,  wiry 
active  man,  while  the  short-fingered  plump  hand  belongs  to  a  plod- 
ding home-loving,  shrewd  man. 

The  hand  of  a  man  with  a  mental-nervous  temperament  is  usually 
thin,  light,  active,  generally  artistic,  the  fingers  being  sometimes 
thin  and  pointed.  The  owner  is  a  dreamer  rather  than  a  worker. 
When  this  hand  is  firm  and  clearly  cut,  when  it  is  flexible  and  yet 
strong,  for  its  size,  then  it  is  the  hand  of  a  very  capable  person,  a 
leader  and  useful  worker. 

The  muscles  of  the  hands  and  forearms  are  a  wonderful  combi- 
nation of  mechanism  directly  connected  with  the  brain.  Frenchmen 
could  not  talk  without  their  hands,  public  speakers  use  theirs.  The 
actions  of  the  muscles  tell  many  of  the  emotions  of  the  mind,  but  they 
are  not  to  be  compared  with  the  face  and  head  in  indicating  the 
character  and  abilities.  The  muscles  are  controlled  by  the  mind 
and  even  as  the  mind  directs  every  nerve  of  the  muscles  to  produce 
the  sound  which  we  call  vocal  expression  of  thought,  it  directs  also 
the  muscles  of  our  limbs,  shoulders,  etc.  to  express  thought  through 
motion.  This  latter  modus  of  expression  is  more  developed  in  the 
races  of  the  south  and  the  far  East. 

HOW  WE  REVEAL  OURSELVES 

We  reveal  our  innermost  selves  as  we  smile  and  laugh,  as  we  speak, 
as  we  walk. 

As  we  smile  and  laugh.  When  at  home  and  among  our  friends 
where  we  have  nothing  to  conceal,  we  smile  unguardedly  and  natur- 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  165 


ally.     Laughter  reveals  the  soul  more  than  speech.     If  the  tongue 
lies,  the  laugh  will  contradict  it. 

The  laugh  that  shows  the  teeth  and  throws  back  the  head  is 
free,  honest,  open  and  tells  of  a  generous  and  social  nature. 

We  laugh  in  all  vowels,  from  the  boisterous  "ha  ha/'  the  full 
"ho  ho,"  the  snickering  "he  he,"  to  the  grunting  "ugh."  The  "he" 
is  secretive  and  conservative.  It  may  be  envious  and  jealous  and  is 
always  disagreeable.  The  throat  laugh,  "ha"  is  a  murderous  laugh 
and  brutal.  Indian  warriors  use  it  when  scalping  their  foes.  In 
the  laugh  of  criminals  there  is  a  jarring  cry  like  that  of  the  jackal, 
the  bark  of  the  wolf,  or  the  laugh  of  the  hyena.  Some  men  are 
never  able  to  laugh,  but  only  to  sniff,  titter  or  snigger  from  the 
throat  upward. 

If  there  is  something  disagreeable  about  the  smile  and  laugh  there 
is  also  something  disagreeable  about  the  person. 

A  mirthful  smile  draws  the  lips  up  at  the  corners,  a  silly  smile 
draws  them  up  too  much.  A  friendly  smile  elongates  both  lips 
equally  and  draws  them  neither  up  nor  down. 

The  smile  that  draws  the  lips  down  at  the  corners, — the  smiles 
of  envy,  treachery  and  cunning, — show  a  negative  disposition. 
The  smiles  of  cruelty  and  selfishness  are  shown  by  an  indraw  of  the 
lips,  making  them  into  a  thin,  curved  line. 

A  real  smile  lights  up  the  whole  face.  It  springs  into  the  eyes, 
smoothes  out  the  eyebrows,  ripples  down  the  cheeks,  expands  the 
lips,  draws  up  the  chin,  and  seems  to  enlarge  the  whole  body,  light- 
ening every  movement.  It  is  the  reverse  of  a  frown,  which  con- 
tracts and  draws  down  every  feature  of  the  face.  The  frown  is  the 
sign  of  pain,  pain  contracts.  The  smile  is  the  sign  of  pleasure  and 
pleasure  expands. 

Smiles  and  laughter  condone  to  health,  pleasure  and  virtue. 
Frowns  and  hard  tones  tend  to  shorten  life  and  make  it  less  worth 
living. 

As  we  talk.  A  voice  is  a  good  guide  to  character.  When  the 
voice  is  strong,  there  is  some  kind  of  power  behind  it.  When  the 
voice  is  clear,  there  is  some  kind  of  clearness  behind  it. 


166  SALESMANSHIP:  THE  FOURTH  PROFESSION 


There  are  three  qualities  about  the  voice — pitch,  timbre,  and 
loudness.  The  average  pitch  of  the  voice  corresponds  with  the 
height  of  the  brain;  the  timbre  with  the  emotional  parts  of  the 
character;  the  loudness  or  fullness  with  the  physical  forces.  The 
boys'  voice  is  shrill  and  harsh  until  the  advent  of  manhood,  when  the 
voice  breaks  and  becomes  deeper  and  fuller,  owing  to  the  added  activ- 
ity of  the  brain  and  the  forces  of  manhood. 

A  voice  too  highly  pitched  or  too  loud  grates  on  people's  nerves. 
A  man's  voice  if  too  deep  and  always  in  a  rolling  bass,  tells  of 
strong  passions,  much  animal  feeling  and  selfishness.  It  may  be 
accompanied  by  great  energy  of  character  but  its  owner  requires 
more  sympathy  and  kindly  feeling.  When  the  voice  of  a  man  is  too 
high  in  pitch,  and  too  thin  in  timbre,  the  owner  of  the  voice  is  weak 
in£ character  and  has  not  enough  force.  He  may  strut  and  fume, 
become  very  indignant  or  he  may  talk  a  good  deal  of  what  he  will 
do,  but  he  cannot  do  much  when  his  qualities  are  called  to  the  test. 
Middle  tones  are  the  most  harmonious,  even  tempered  and  well 
balanced. 

The  voice  is  influenced  first  by  the  general  character,  second 
by  the  present  state  of  the  mind.  It  is  not  necessary  to  understand 
a  man's  lagnuage  in  order  to  know  what  mental  faculties  are  expressed. 
Love,  anger,  warning,  argument,  pleading,  mirth,  song,  business, 
and  command,  have  each  their  own  tones,  and  these  are  common 
to  all  languages.  Gestures  and  tones  form  a  universal  speech. 

A  man  acquires  a  voice  in  accord  with  his  most  active  faculties. 
The  auctioneer  introduces  his  "going,  going,  gone"  into  an  after- 
dinner  speech.  He  cannot  help  it.  The  logician  and  mathematician 
expresses  himself  by  dimensions  and  sequences,  and  makes  each 
syllable  a  step  toward  the  final  demonstrations;  his  tones  are  those 
of  a  lecture  room  and  he  talks  as  if  writing  every  sentence.  The 
soldier,  lawyer,  physician  and  preacher  have  each  their  voice  and 
manner  proclaiming  their  respective  professions. 

As  we  walk.  Some  people  walk  with  a  spring,  going  up  and 
down  several  inches  with  each  step.  These  have  many  "ups  and 
downs"  through  life;  are  full  spirited  today  and  down-hearted 
tomorrow. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  167 


Some  people  walk  like  ducks.  They  are  social,  lovers  of  home. 
They  care  for  substantial  things.  Plenty  to  eat,  warm  clothing, 
comfortable  surroundings.  They  have  no  further  ambition.  They 
live  for  their  bodies,  not  for  their  minds. 

Some  throw  their  feet  heavily  on  the  floor.  As  a  rule,  people 
with  this  walk  are  straightforward  and  honest  and  have  nothing  to 
conceal.  They  are  cool  workers,  blunt  but  kind  and  generous. 
They  have  no  tact,  hurt  their  friends  unintentionally.  It  is  a  walk 
that  indicates  lack  of  mental  and  physical  culture. 

Some  walk  with  little  steps.  They  tread  softly.  By  nature 
they  are  small  minded  and  selfish,  making  much  fuss  about  nothing 
and  easily  angered.  They  will  make  the  slightest  action  of  yours 
an  excuse  to  withdraw  a  favor  or  urge  a  claim.  They  balance  on 
their  feet  but  will  never  carry  the  world  with  them. 

Some  wriggle  along.  No  free  movement  of  the  limbs.  They 
knock  their  heels  together  and  wear  out  their  trousers  at  the  ankles. 
They  are  not  worthy  of  much  confidence.  They  wriggle  morally, 
procrastinate,  and  are  generally  mean. 

Some  shuffle  along.  The  feet  are  not  lifted  clear  off  the  ground. 
Every  third  or  fourth  step,  the  foot  catches  the  ground  and  is  pushed 
forward.  They  stumble  mostly  through  life,  lacking  ambition. 
They  are  of  the  earth,  no  high-brained  clear-faced  person  walks  with 
a  shuffle. 

Some  throw  their  legs  before  them  and  drop  on  their  heels. 
They  always  lift  the  body  forward  with  the  leg  that  is  left  behind. 
There  is  waste  of  action.  Persons  of  this  walk  take  action  before 
they  are  ready.  They  act  at  the  wrong  time,  and  get  where  they 
have  no  business  to  be.  They  try  to  grasp  more  than  they  can  hold. 

The  cautious  man  carries  the  body  well  forward,  the  whole 
weight  being  on  the  foremost  leg.  They  see  just  where  to  place  the 
next  foot,  before  they  bring  it  forward.  When  they  cannot  see  their 
way,  they  feel  it.  They  are  prudent  men,  conservative,  saving  in 
money  matters  and  reserved  in  speech. 

Each  set  of  faculties  has  its  distinctive  walk.  Ambition  turns 
the  toes  slightly  outward  and  gives  a  free  swinging  movement  to 


168  SALESMANSHIP:  THE  FOURTH  PROFESSION 


the  limbs  and  a  high  carriage  to  the  head.  An  indolent  walk  is  the 
sign  of  an  empty  head,  and  of  a  weak  character.  Little  penny-wise 
people  turn  their  toes  inward  and  wear  the  inner  part  of  their  boot- 
heel  first.  Generous  people  throw  their  weight  outward  and  wear 
out  the  outer  side  of  their  boots.  People  who  are  fond  of  apprecia- 
tion give  a  strut  to  their  walk. 

Vain  people  throw  back  their  shoulders  and  display  linen  and 
jewelry.  They  walk  as  if  they  had  to  produce  some  effect.  They 
are  self-conscious  and  think  the  eyes  of  the  world  are  upon  them. 
Their  step  is  short  and  there  is  a  kind  of  bounce  to  it.  Their  very 
walk  irritates  us.  Self-esteem  throws  the  head  back  and  the  chin 
up. 

The  benevolent  and  religious  people  throw  the  head  forward, 
the  neck  and  shoulders  going  with  it,  while  the  thinker  throws  the 
head  forward,  leaving  the  body  erect. 

The  firm  man  of  conscience  and  dignity  walks  erect  with  an  easy 
stride.  His  foot  comes  to  the  front  all  at  once.  The  weight  will 
fall  along  the  central  lines  of  the  foot,  neither  inside  or  outside, 
neither  heel  nor  toe.  The  movements  of  the  leg  are  evenly  distrib- 
uted along  the  limb.  A  person  with  this  walk  can  go  a  long  way 
without  fatigue.  The  easiest  walk  goes  with  the  most  useful  character 

A  gliding  walk  reveals  a  secretive  sly  nature,  the  man  with  this 
walk  will  surmise  your  secret,  but  will  not  reveal  his  own.  American 
Indians  and  Asiatic  thugs  have  this  walk.  It  is  also  the  walk  of 
beasts  of  prey.  They  steal  along  on  the  balls  of  their  feet. 

Listen  to  this  advice  from  "Success"  Magazine:  "Look  to  your 
walk.  It  has  more  to  do  with  your  success  or  failure  than  you 
perhaps  dream  of.  Don't  slouch.  Don't  wobble.  Don't  shuffle. 
Don't  strut.  Walk  like  a  man  who  is  determined  to  play  a  man's 
part  in  life,  with  head  erect  and  feet  planted  firmly  on  the  ground." 

The  distinctions  of  character  are  not  really  in  the  feet,  but  are 
indicated  by  what  the  owner  does  with  them.  Sometimes  the  owner 
does  not  know  what  to  do  with  them.  The  vulgar,  self-important, 
man  puts  his  feet  on  the  mantel  shelf.  The  fop  will  exhibit  his  boots 
on  all  occasions.  A  conceited  man  admires  his  leg  and  foot  and 
twists  it  about  continually  for  effect.  He  does  not  care  for  others 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  169 


and  is  satisfied  with  himself.  It  is  a  sign  of  vanity  to  thrust  a  neat 
foot  forward  when  at  rest.  The  generous,  well  balanced  mind  does 
not  study  fashion  or  appearances  in  detail  except  on  state  occasions. 
Everything  about  him  is  large,  so  are  his  well  worn  boots.  He 
stands  not  as  if  on  needles,  but  patient,  well  set  on  the  ground,  steady 
and  ready.  A  firm  walk  denotes  self-control  as  well  as  power. 
When  he  does  not  care  what  noise  he  makes  he  feels  independent. 

In  conclusion:  Size  up  your  buyer  scientifically;  taking  into 
consideration  his  general  make-up,  temperament,  the  shape  of  his 
head,  his  face,  the  nose,  mouth,  chin,  eyes,  his  hand,  the  quality  and 
health  signs,  his  walk,  his  voice,  his  smile  and  laugh.  As  for  guarding 
what  you  reveal  of  yourself  to  the  buyer,  the  only  safe  rule  is  to 
make  sure  of  a  straight  and  upright  inner  life.  Then  you  dare  look 
the  whole  buying  public  squarely  in  the  face,  and  let  every  customer 
read  you  for  himself. 

"People  seldom  improve  when  they  have  no  other  model 
but  themselves  to  copy  after."  — Goldsmith 


170  SALESMANSHIP:  THE  FOURTH  PROFESSION 


QUESTIONS 

1.  Why  should  you  judge  a  man's  head  by  its  shape  and  not  by 

its  size? 

2.  Describe  the    method   by  which   the   skull  accomodates    itself 

to  the  growth  of  the  brain. 

3.  In  what  part  of  the  head  are  the  intellectual  faculties  located? 

4.  What  is  shown  by  the  chart,  page  155? 

5.  Describe  the  location  of  the  animal  and  selfish  propensities. 

6.  Where  are  the  social  propensities  located? 

7.  Describe  the  four  stories  of  the  intellectual  faculties. 

8.  What    is    indicated    by  the    prominence   of    any  certain   part 

of  the  head? 

9.  What  does  a  flatness  of  any  certain  part  of  the  head  indicate? 

10.  What  is  the  greatest  difficulty  in  reading  character  by  the  face? 

11.  How  may  we  recognize  the  kinds  of  capacity  that  are  dominant, 

moderate  or  minor  in  the  face  of  another? 

12.  Give  the  central  features  of  the  three  natural  divisions  of  the 

face. 

13.  What  do  the  eyes  reveal? 

14.  What  is  indicated  by  the  nose? 

15.  Describe  the  pure  Greek  nose  and  tell  how  its  owner  should  be 

approached. 

16.  Describe  the    Commercial    Roman   nose    and    how  to  present 

your  proposition  to  its  owner. 

17.  What  does  the  mouth  express? 

18.  Compare    the    mouth  with  turned   up  corners  with  the  mouth 

with  turned  down  corners. 

19.  Explain   the    three    qualities  of  the  voice  and  give  an  example 

of  the  character  indicated. 

20.  How  do  we  reveal  ourselves? 

Written  exercise  for  this  lesson. 

Give  a  review  of  the  walk  as  an  indication  of  character. 
Give  a  synopsis  of  what  you  have  learned  from  this  lesson. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  171 

NOTES 


172  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  173 

NOTES 


174         •  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  XIII 


KNOWLEDGE   OF   QUALITY   AND   VALUE   OF   GOODS 

It  is  absolutely  necessary  that  the  salesman  have  a  thorough 
knowledge  of  the  quality  and  value  of  the  goods  he  is  presenting. 
Knowing  a  line  does  not  consist  in  merely  having  a  speaking  acquaint- 
ance with  it,  but  to  be  so  thoroughly  posted  in  the  line  and  its  merits 
as  to  be  able  to  draw  attention  to  qualities  that  otherwise  might 
pass  unnoticed;  in  knowing  it  so  well  that,  having  perfect  confidence 
in  it,  you  are  able  to  inspire  confidence  in  others. 

Knowledge  of  the  selling  points  enables  the  salesman  to  eliminate 
from  his  vocabulary  the  stereotyped  phrases  used  by  second  and 
third  rate  salesman. 

A  clear  explanation  of  the  leading  facts  about  any  one  element 
of  an  article  may  be  sufficient  to  cause  its  sale.  Each  line  has  its 
own  particular  elements,  use,  construction,  history,  finish,  style, 
durability,  comparative  prices,  etc.  All  should  be  familiar  to  the 
salesman  and  should  constitute  a  reserve  force  to  be  used  when 
needed. 

The  salesman  should  know  the  varied  and  fullest  uses  of  the 
goods  he  is  handling.  Some  of  them  may  be  new  to  the  customer, 
even  though  it  may  be  an  article  in  common  use.  He  should  know 
the  construction  of  the  article.  If  it  is  an  article  of  common  use, 
he  should  know  its  points  of  superiority,  if  any,  in  construction,  over 
other  articles  of  the  same  kind,  and  be  able  to  point  them  out  to  the 
customer.  He  should  know  how  it  is  put  together  and  the  kind  of 
material  that  enters  into  its  construction,  whether  it  be  cloth,  wear- 
ing apparel,  machinery,  or  any  other  article  that  is  manufactured. 

A  history  of  the  product  or  article  he  is  handling,  from  the  raw 
material  through  the  process  of  construction  to  its  present  perfect 


176  SALESMANSHIP:  THE  FOURTH  PROFESSION 


condition,  is  interesting,  and  to  be  able  to  tell  it  well  is  often  the 
means  of  securing  a  new  and  permanent  customer. 

If  the  salesman  is  selling  cotton  goods,  he  should  know  that 
growing  cotton  is  one  of  the  most  beautiful  of  all  growing  crops. 
If  he  cannot  visit  the  gin,  the  spinner,  the  dyer,  and  the  looms,  he 
should  at  least  read  about  them  and  become  posted.  He  should 
be  able  to  weave  in  the  biography  of  the  inventor,  producer,  pub- 
lisher or  author,  if  his  article  is  such  as  to  have  any  of  them  as  a 
background.  We  like  to  take  into  account  the  personal  element, 
and  to  have  the  deeds  of  our  fellowmen  recounted  and  if  given  at 
all  interestingly,  it  is  always  entertaining. 

We  enjoy  the  story  of  Studebaker,  and  his  unimportant  and 
humble  blacksmith  shop  where  he  laid  the  foundation  for  his  factories. 
Oliver  and  his  little  plow  foundry  that  gave  to  the  country  his  great 
shops,  and  Oliver,  the  writer  and  inventor  of  the  typewriter  that 
bears  his  name.  The  fascinating  story  of  Hopkins,  the  writer  and 
editor,  inventor  of  several  remarkable  adding  machines.  The  story 
of  the  country  blacksmith  and  his  crying  baby,  for  whose  comfort 
he  forged  the  first  safety  pin,  etc.  A  living  energizing  story  is  wrap- 
ped in  every  package  and  attached  to  every  kind  of  mechanism,  a 
narrative  of  sacrifice,  suffering,  success  and  sometimes  of  well  earned 
wealth.  Whatever  the  line  there  is  always  some  interesting  history 
connected  with  it. 

It  is  a  well  known  maxim  that  it  is  equally  as  important  to  know 
your  competitor's  goods  as  to  be  well  posted  on  your  own. 

The  salesman  should  know  as  much  about  his  competitive  lines 
as  is  possible;  how  they  compare  in  price,  construction,  durability, 
etc.,  and  be  able  to  draw  attention  to  points  of  excellence  in  his  own 
line,  always  being  careful  to  make  truthful  statements  only.  He 
must  know  the  nature  of  his  competition,  because  he  will  be  forced 
to  meet  it.  Therefore  he  must  take  it  into  consideration  and  get 
all  the  information  he  can  from  every  source. 

The  salesman  must  know  the  advantages  of  his  line,  in  what 
manner  the  customer  will  be  benefitted,  whether  it  is  more  suited  to 
his  needs  or  trade,  be  more  profitable,  etc. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


177 


ANALYSIS 

There  are  four  phases  for  consideration  in  connection  with  the 
knowledge  of  quality  and  value  of  goods,  which  we  will  proceed  to 
analyze.  They  are: 

The  Article 

Phases  for  -J  The  Buyer 

Consideration        Competition 

The  surrounding  conditions 

Taking  them  in  turn  we  will  begin  by  analyzing: — 

Its  History 

Its  purpose  , 

The  Article    •  Its  competition 
Its  values 

Its  comparative  advantages 
The  exclusive  advantages 

We  have  shown  you  that  the  salesman  should  be  able  to  demon- 
strate that  he  can  discuss  not  only  intelligently  but  educationally 
every  phase  of  the  article  as  outlined  in  the  foregoing.  But  in  order 
to  do  this,  study  on  his  part  will  be  required.  This  knowledge  can 
frequently  be  gained  at  first  hand,  but  more  often  through  conver- 
sation or  reading.  Many  a  sale  has  been  closed  because  the  sales- 
man was  able  to  tell  the  prospective  buyer  some  new  point  regarding 
the  article  which  the  buyer  instantly  perceived  to  be  true.  The 
acceptance  of  the  one  fact  necessarily  influenced  the  acceptance  of 
the  other  statements,  which  the  buyer  may  or  may  not  know  to  be 
true,  but  having  acquired  confidence  by  knowledge  of  the  article 
the  salesman  more  easily  creates  desire. 


The   Buyer 


His  stated  requirements 

His  actual  needs 

His  attitude — sincerity 

His  practical,  sentimental  and  social  sides 


You  judge  from  the  buyer's  statements  either  oral  or  written 
what  his  requirements  may  be.     Your  knowledge  of  that  particular 


178  SALESMANSHIP:  THE  FOURTH  PROFESSION 


business  may  lead  you  to  believe  that  his  actual  needs  are  not  in 
strict  accordance  with  his  stated  requirements.  This  often  calls  for 
the  exercise  of  the  highest  judgment  and  tact. 

The  prices  of  many  articles  are  based  upon  quantity  and  having 
given  a  man  figures  covering  a  large  quantity,  it  is  a  much  more 
difficult  proposition  to  secure  favorable  consideration  on  the  smaller 
quantity,  which  the  buyer  really  had  in  mind  in  the  beginning. 

One  of  the  cardinal  rules  should  be  to  find  out  at  the  earliest 
possible  moment  exactly  the  extent  of  his  requirements. 

The  attitude  and  sincerity  of  the  buyer  depends  largely  upon  the 
kind  of  sale.  In  retail  selling,  statements  can  generally  be  accepted 
more  nearly  on  their  face  value.  The  same  applies  to  specialty  sell- 
ing. The  wholesale  buyer  or  purchasing  agent  comes  to  know  all 
the  tricks  of  the  trade  and  adds  a  few  of  his  own. 

As  we  have  learned  in  the  previous  lessons,  buyers  are  differently 
constructed.  Some  may  be  appealed  to  through  their  practical 
business  instincts,  others  through  their  sentimental  or  social  sides. 

Extent  of  competition 

Points  of  superiority — yours 

Points  of  superiority — the  other  fellow's 
Competition    -j  Defects — yours 

Defects — the  other  fellow's 

What  mention  to  make  of  competition  volun- 
tarily or .  replying  to  the  customer's  state- 
ments 

It  may  be  impossible  to  know  as  much  about  your  competitor's 
goods  as  your  own,  but  it  is  wonderful  what  a  stock  of  information 
may  be  accumulated  along  these  lines  if  you  will  take  advantage  of 
every  opportunity,  either  in  your  conversation,  your  travels,  your 
reading,  or  otherwise  to  ascertain  and  carefully  note  what  your 
competitor  is  doing.  In  this  respect,  the  statements  and  reports 
of  buyers  must  be  carefully  considered  and  a  considerable  amount 
marked  off  "for  depreciation."  The  tendency  of  some  buyers  seems 
to  be  to  misrepresent  conditions. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  179 


You  should  know  your  principal  competitors  and  consider  their 
goods  in  two  ways;  first,  in  what  respect  is  their  product  better  than 
yours?  second,  in  what  respect  is  it  inferior?  By  bearing  these  in 
mind  in  your  conversation  and  travels,  you  will  be  able  to  pick  up  a 
good  many  points  which  can  be  advantageously  used  in  the  conduct 
of  the  sale.  You  will,  of  course,  not  omit  dwelling  upon  your  points 
of  superiority.  It  is  equally  necessary  to  be  able  to  refute  argu- 
ments which  tend  to  show  to  the  advantage  of  the  other  fellow. 

Sometimes  it  is  well  to  admit  the  truth  of  such  a  claim,  but  you 
can  more  than  overcome  that  by  proving  the  superiority  of  your 
article  in  other  numerous  phases. 

It  is  a  much  disputed  question  as  to  what  mention  to  make 
voluntarily  in  reference  to  competition.  It  will  be  safe  to  confine 
yourself  along  lines  you  know  to  be  correct,  but  do  not  single  out  any 
competitor  as  a  target  for  your  criticism.  This  often  causes  a  desire 
on  the  part  of  the  buyer  to  personally  investigate  and  even  if  he  does 
not  buy  the  other  article,  it  will  at  least  postpone  the  sale  of  yours. 

When  the  buyer  brings  to  your  attention  claims  in  reference  to 
a  competing  concern,  that  is  the  time  to  offset  them.  This  business 
of  simply  waving  them  aside  by  stating,  "Of  course,  the  Jones  Com- 
pany makes  a  very  good  automobile,  but  I  want  to  call  your  attention 
particularly  to  our,  etc.  etc.,"  is  a  little  behind  the  times.  Most 
buyers  are  "wise"  on  this  point.  If  a  buyer  is  sufficiently  posted 
to  bring  up  such  a  point  as  this,  you  ought  to  be  sufficiently  posted 
to  dispose  of  it. 

Always  bear  in  mind,  however,  that  your  arguments  and  your 
criticisms  should  be  made  only  in  an  impersonal  way.  Not 
because  it  is  the  Jones  Company  or  the  Baby  Grand  Automobile, 
but  because  of  weakness  in  their  policy  or  their  product. 

f  Present  outlook  in  the  trade 
Future  prospects  in  the  trade 

Surrounding      •{  More  than  one  person  to  convince 
Conditions          I  Desirability  from  a  credit  standpoint    • 

[Non-desirability  due  to  sharp  practices 

In  reference  to  surrounding  conditions:  If  you  are  well  posted 
by  reading  trade  papers,  every  one  of  which  contains  reference  to 


180  SALESMANSHIP:  THE  FOURTH  PROFESSION 


several  lines  of  business,  you  will  know  approximately  the  present 
condition  of  your  line.  You  can  get  a  very  good  idea  as  to  the  future 
by  discussing  this  with  those  who  have  had  successful  experiences. 
One  cannot  always  judge  the  future  correctly,  even  after  the  most 
careful  study,  but  he  is  certainly  less  apt  to  go  wrong  than  by  jump- 
ing at  conclusions. 

It  is  well  to  find  out  in  the  beginning  in  a  tactful  and  diplomatic 
way  whether  the  ostensible  buyer  has  the  power  to  purchase,  and  if 
so,  if  he  intends  calling  in  assistance  to  arrive  at  his  decision.  You 
might  just  as  well  talk  to  two  or  three  together,  as  to  talk  to  them 
separately  and  it  not  only  saves  time,  but  enables  you  to  be  more 
enthusiastic. 

Always  keep  on  the  alert  for  any  information,  relative  to  the 
credit  standing  of  the  buyer.  He  might  have  been  perfectly  good 
last  month,  but  not  good  today. 

It  behooves  you  to  keep  on  the  watch  to  see  that  the  buyer  does 
not  use  sharp  practice.  Many  a  buyer  has  discovered  that  some 
salesmen  are  so  sincere  and  honest  that  they  lay  themselves  open  in 
this  respect,  and  he  accordingly  takes  advantage  of  them.  It  might 
be  well  to  be  "as  harmless  as  a  dove,  but  as  wise  as  a  serpent." 

SELECTING  THE  ARTICLE  OR  PROPOSITION  TO   BE    SOLD 

Too  many  salesmen  merely  look  for  a  position  and  disregard  the 
vital  point  of  looking  for  an  opportunity  for  growth.  In  selecting 
the  article  or  line  to  be  handled,  it  is  imperative  that  it  be  an  article 
of  such  character  as  will  fit  into  your  make-up,  your  experiences, 
your  ideas  and  training,  because  if  you  select  an  article  you  are  not 
qualified  to  handle,  you  will  not  make  a  success.  While  on  the  other 
hand  if  you  are  careful  in  selecting  an  article  to  sell,  so  that  you 
can  warm  up  to  it  and  become  enthusiastic  about  it,  you  will  have  no 
difficulty  in  transfering  a  portion  of  your  enthusiasm  to  your  pros- 
pect. If  you  are  not  in  thorough  accord  with  the  goods  you  handle 
or  the  proposition  you  have  to  sell  you  cannot  possibly  expect  the 
man  on  the  other  side  to  be. 

If  you  have  passed  all  your  life  in  the  city,  you  could  not  reason- 
ably expect  to  make  the  success  handling  farm  machinery  that  the 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  181 


man  would  who  had  passed  a  portion  of  his  life  on  a  farm,  because 
you  would  be  out  of  your  environment  and  would  have  no  knowledge 
of  farm  life  or  the  farmer's  requirements. 

If  you  have  always  been  enthusiastic  about  machinery,  electrical 
appliances,  etc.,  you  would  do  better  to  select  an  article  of  this 
kind  than  to  undertake  to  handle  dry  goods,  or  books,  and  so  on. 
Select  the  article  or  line  that  you  like  and  can  enthuse  over. 

If  you  are  miserable  away  from  home,  you  had  better  select 
the  retail  line,  which  will  permit  of  your  living  at  home.  If  you 
like  travel,  and  do  not  mind  discomforts,  you  can  make  a  success  on 
the  road  provided  you  have  a  line  with  which  you  are  in  sympathy, 
and  are  willing  to  work  and  follow  the  rules  of  the  game  as  laid  down 
by  those  who  have  given  the  subject  most  careful  consideration  and 
have  accurately  and  scientifically  worked  out  modern  methods  of 
Salesmanship. 

Whether  your  line  is  a  single  specialty  or  a  general  line,  do  not 
tempt  failure  by  neglecting  to  learn  all  you  possibly  can  about  it. 
Do  not  be  satisfied  with  knowing  its  stock  number  and  price,  but 
know  the  where,  when  and  how  of  its  growth  and  manufacture. 
The  more  you  know,  the  more  you  can  sell,  and  so  contribute,  not  to 
the  chance  of  your  failure,  but  to  the  certainty  of  success. 

Without  this  knowledge  you  cannot  properly  present  your  line; 
with  it,  you  are  in  possession  of  the  first  requisite  to  do  so. 


KNOWLEDGE  OF  THE  VALUE  OF  TIME 

f  Commercial 

Knowledge  of  -;  Educational 
the  value  of  time  I  Waste 

[Talent  put  with  it 

Commercial.  "Time  is  money."  But  is  it?  It  all  depends 
upon  what  one  does  during  the  time  he  is  able  to  wor'k,  to  think. 
There  is  the  same  number  of  hours  and  minutes  in  a  day  for  each 
of  us.  One  man  can  make  hundreds  of  dollars  every  day,  while 
another  can  get  only  twenty-five  cents  an  hour.  For  the  idler,  the 


182  SALESMANSHIP:  THE  FOURTH  PROFESSION 


tramp,  and  the  man  who  spends  all  he  earns  as  fast  as  he  earns  it, 
time  has  no  commercial  value. 

When  a  man  is  selling  a  hundred  thousand  dollars  worth  of 
goods  a  year,  he  thinks  and  writes  in  big  figures.  His  own  salary 
of  a  thousand  or  fifteen  hundred  a  year  seems  unimportant. 

The  only  way  for  a  man  to  make  time  valuable  to  himself  com- 
mercially is  to  stop  and  consider  "What  does  my  salary  amount 
to  each  hour?"  "How  many  of  these  hour  earnings  do  I  save  each 
day,  and  how  many  do  I  spend?"  "Am  I  wasting  my  time  and 
strength  and  money  on  investments  that  bring  me  no  return?" 
"Am  I  defrauding  my  employer  by  wasting  the  time  he  pays  me  for 
and  thus  retarding  my  advancement  to  a  larger  salary?"  If  he 
has  contracted  extravagant  habits  and  spends  his  money  as  fast 
as  he  gets  it,  it  is  time  for  him  to  "take  stock"  and  rid  himself  of  this 
objectionable  trait.  We  repeat,  "there  is  the  same  number  of  hours 
and  minutes  in  a  day  for  each  of  us."  Are  you  making  the  most  of 
them? 

Educational.  The  educational  value  of  time  should  have  very 
careful  consideration.  You  should  realize  by  this  time  that  "knowl- 
edge is  power,"  that  it  is  "capital"  easily  obtained,  by  improving 
the  time  at  your  disposal.  One  can  always  have  handy  good  reading 
for  spare  moments.  If  you  can  get  one  new  idea  out  of  half  an  hour 
that  would  otherwise  be  lost,  it  is  worth  while. 

If  you  find  yourself  with  no  reading  and  nothing  to  be  observed 
that  will  add  to  your  store  of  knowledge,  you  can  at  least  think  about 
something  you  have  read,  instead  of  letting  your  mind  idly  wander. 
Plan  something.  Keep  your  mind  busy  with  things  that  count. 

Waste.  The  waste  of  time!  Did  you  ever  stop  to  think  what 
a  prodigious  waste  of  time  is  going  on  all  about  you?  Men  who 
would  not  think  of  spending  a  penny  foolishly,  waste  hours  and 
days  without  a  thought.  Let  us  point  out  some  of  the  ways  in  which 
time  is  wasted. 

One  great  waste  of  time  and  brain  power  is  reading  cheap,  trashy 
literature,  if  it  can  be  called  literature. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  183 


Another  is  lying  in  bed  until  late  in  the  morning.  Eight 
hours  sleep  is  a  great  plenty  for  any  full-grown  well  man,  more 
than  he  actually  needs. 

Staying  out  nights,  having  a  "good  time,"  wasting  your  vitality 
as  well  as  your  time. 

Dawdling  around  instead  of  going  right  at  a  thing  and  doing  it. 
Putting  off  until  some  other  time  what   could  just  as  well    be 
done  at  once. 

"Do  it  Now,"  if  you  want  to  save  time. 

Trying  to  succeed  with  a  line  of  work  that  is  not  congenial, 
when  you  could  just  as  well  stir  yourself  and  get  something  to  do 
that  you  could  put  your  whole  heart  and  soul  into.  Worrying  about 
things  you  cannot  help;  if  the  matter  can  be  remedied,  go  to  work 
and  remedy  it;  if  it  cannot,  what  is  the  use  wasting  time  worrying 
about  it.  There  is  absolutely  no  excuse  for  worry. 

Thinking  Fear  is  another  waste  of  time.  Take  your  courage 
by  the  nape  of  the  neck  and  tell  him  he  must  brace  up  and  get  you 
where  you  want  to  be. 

Watch  out  for  the  waste  of  time.  Fortunes  can  be  made  out  of 
the  time  that  is  wasted. 

Talent  put  with  time.  The  commercial  world  is,  just  now,  long 
on  time  and  short  on  talent.  To  illustrate:  We  have  heard  of  a 
man  by  the  name  of  J.  P.  Morgan.  He  is  a  good-sized,  able-bodied 
man  and  could  probably  get  two  dollars  a  day  packing  goods  or 
handling  freight.  His  talent  as  a  salesman  brings  him  in  twenty- 
four  dollars  a  minute.  So  you  see  the  value  of  time  depends  entirely 
upon  the  amount  of  talent  you  have  put  with  it.  How  and  where 
can  I  get  the  talent?  You  have  it.  It  is  given  to  every  normal 
man,  woman  and  child,  born  of  civilized  parents.  If  you  ever  bought 
or  sold  a  dollars  worth  of  goods  or  "swapped  knives,"  you  have 
exercised  it. 

Make  the  most  of  the  talents  you  possess.  You  have  all  the 
time  there  is;  improve  it,  and  you  will  need  help  from  no  one. 


184  SALESMANSHIP:  THE  FOURTH  PROFESSION 


KNOWLEDGE  OF  THE  VALUE  OF  MONEY 

A  practical  knowledge  of  the  value  of  money  concerns  self,  there- 
fore it  must  be  considered. 


Knowledge  of  the 
value  of  Money 


As  a  medium  of  exchange 
As  an  earning  partner 
As  a  basis  of  credit 
As  a  social  factor 


As  a  medium  of  exchange.  This  is  its  first  mission,  the  original 
purpose  for  which  it  was  created;  to  do  away  with  the  necessity 
of  barter  and  exchange  of  bulky  commodities,  one  for  another.  Of 
itself,  gold  is  of  little  use  to  mankind;  it  is  neither  food,  drink  nor 
raiment,  yet  we  all  want  it  because  it  can  be  exchanged  for  every 
necessity,  every  comfort,  every  luxury  that  contributes  to  bodily 
comfort. 

A  knowledge  of  how  to  spend  money  is  equally  as  important  as 
is  the  knowledge  of  how  to  earn  it.  Every  dollar  or  dime  with 
which  you  part  should  be  considered  in  the  light  of  an  investment, 
and  money  should  only  be  invested  where  it  will  do  you  or  others 
the  most  good.  We  cannot  enumerate  further  than  to  say  that  all 
things  which  are  necessary  to  your  health,  comfort,  mental  and 
spiritual  advancement,  are  good  investments.  Money  spent  in  the 
gratification  of  passion  and  appetite  upon  yourself  and  useless  boon 
companions,  is  worse  than  wasted;  better  to  have  scattered  it  in  the 
streets  or  highways;  someone  might,  perhaps,  pick  up  a  few  of  the 
coins  and  exchange  them  for  real  needs. 

All  men,  to  be  at  their  best  during  hours  of  labor,  must  have 
hours  of  rest,  recreation  and  amusement.  Some  find  these  in  the 
home,  other  seek  the  opera,  the  club  or  other  public  gatherings. 
Money  paid  out  in  this  way  is  often  a  wise  investment,  as  is  the 
money  one  must  pay  for  the  use  of  a  room  and  bed,  in  order  to  secure 
a  night's  rest. 

Good  food  and  good  clothes  are  among  the  wise  investments; 
they  add  to  a  man's  attractions,  help  inspire  the  confidence  of  others 
and  by  thus  aiding  him  in  making  sales  bring  back  many  times  their 
original  cost. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  185 


When  tempted  to  make  a  purchase,  stop  a  moment  and  consider. 
Ask  yourself  a  few  questions,  "Do  I  really  need  it?  Will  its  posses- 
sion help  me  to  earn  more  than  its  first  cost?  Is  it  offered  at  its 
true  value?"  All  kinds  of  wearing  apparel  and  food  are  purchased 
so  frequently  that  you  should  be  an  expert  judge  of  their  quality 
and  value. 

Traveling  salesmen  are  noted  as  free  spenders;  as  a  class  they 
are  optimistic;  they  can  see  big  earnings  in  the  future,  and  by  com- 
parison the  few  dollars  in  their  pocket  seem  paltry.  They  are 
intensely  sympathetic  as  well  as  social.  If  they  were  not  they 
could  not  be  good  salesmen.  It  costs  money  to  be  sociable  and  it 
is  bestowed  with  equal  lavishness  when  their  sympathies  are  aroused 
by  misfortune  or  distress. 

The  salesman,  whether  wholesale,  retail  or  special,  can  save  if 
he  will  call  to  his  aid  judgment  and  knowledge  and  map  out  a  course 
to  be  followed,  call  on  will  power  and  persistence  to  see  that  there 
is  no  deviation  or  cessation  from  the  plan  or  course  decided  upon. 
"Once  adjust  the  pegs  to  a  ten  dollar  monthly  economy  and  it 
saves  itself  without  being  missed." 

Observation  proves  that  only  a  small  percent  of  successful  sales- 
men stand  prosperity  or  benefit  by  it,  as  the  following  story  told 
by  a  successful  salesman  will  testify. 

"It  was  my  first  year  on  the  road,  selling  goods  on  commission; 
the  sales  manager  had  impressed  very  forcibly  upon  my  mind  how 
essential  it  was  for  me  to  have  two  or  three  weeks  expense  money  on 
hand  to  draw  on  at  all  times,  in  case  I  should  get  into  poor  territory, 
I  would  have  enough  to  tide  me  over.  After  I  had  been  at  work 
nearly  a  month,  a  young  man  of  about  my  own  age  joined  the  force. 
He  was  a  bright,  clear-cut  well-dressed  fellow,  full  of  enthusiasm; 
his  first  week's  commission  amounted  to  some  sixty  odd  dollars. 
Encouraged  by  this  success,  he  ordered  a  suit  of  clothes  of  a  local 
tailor,  paying  $50.00  for  the  same.  Later  he  visited  a  jewelry 
store,  and  looked  at  several  watches.  The  next  week  his  success 
was  equally  as  good,  and  Saturday,  after  receiving  his  commission, 
getting  his  suit,  he  went  to  the  jeweler,  and  having  had  such  good 
success  the  preceding  two  weeks,  concluded  to  get  a  better  case 
than  the  one  the  jeweler  had  in  stock.  He  paid  $50  down  on  a 


186  SALESMANSHIP:  THE  FOURTH  PROFESSION 


purchase  of  $80,  the  jeweler  promising  to  have  the  new  case,  with 
his  initials  engraved  thereon,  on  hand  the  last  of  the  following  week. 
The  next  week  he  failed  to  make  a  sale;  the  following  week  had  no 
better  success  and  out  of  money  and  discouraged,  he  went  to  the 
jeweler  and  received  $35  out  of  the  $50  paid,  bought  a  ticket  for 
home  and  is  today,  through  the  aid  of  his  father-in-law,  running 
a  small  country  store.  He  had  no  bad  habits,  but  lacked  energy 
and  confidence  in  his  ability  TO  DO.  He  had  the  elements,  which, 
if  developed,  would  have  made  of  him  a  successful  business  man. 
Success  was  his;  had  he  saved  his  money  and  studied  and  analyzed 
himself.  Two  weeks'  failure  should  not  have  discouraged  him 
because  he  demonstrated  that  he  could  make  money.  But  his 
desire  to  spend  money  so  easily  earned  was  the  cause  of  his  downfall." 

Not  only  the  traveling  man,  but  the  clerk,  book-keeper,  and 
men  in  all  other  positions,  are  liable  to  contract  extravagant  habits 
and  spend  their  salaries  or  commissions  as  fast  as  made,  finally 
getting  into  a  rut  that,  as  the  years  go  on,  is  worn  deeper  and  deeper. 

So  when  you  are  tempted  to  part  with  your  money,  remember 
this  diagram: 

Judgment 


Before  making  a  purchase,  call  on 


Knowledge 
Will  Power 
Persistence 


As  an  earning  partner.  Every  dollar  you  can  save  over  and 
above  what  is  needed  to  feed  and  clothe  you,  can  be  made  to  earn 
five,  ten,  and  sometimes  as  much  as  fifty  cents  a  year.  Out  at 
interest  it  will  earn  you  five  or  ten  cents;  working  with  you  as  a 
partner,  that  is,  invested  in  goods  which  you  are  selling  again,  it 
can  be  made  to  double  its  value  each  year.  Money  at  interest  or 
wisely  invested  is  earning  for  you,  while  you  rest  and  while  you  play. 
A  few  thousand  dollars  will  earn  as  much,  net,  each  year  as  could 
an  able  bodied  man.  By  saving  or  wisely  investing  your  earnings 
you  can  have  one  OF  more  of  these  silent,  inexpensive  partners  work- 
ing for  you  all  the  time. 

As  a  basis  of  credit.  Any  young  man  of  known  honesty  and 
ability  with  a  cash  capital  of  $1,000  commands  a  credit  of  a  thousand 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  187 


often  two  thousand,  more.  So  that  the  first  thousand  he  saves 
practically  amounts  to  two  or  three  times  that  amount  when  the 
young  man  sets  up  in  business  for  himself.  This  ratio  of  credit 
capital,  and  cash  capital  is  usually  maintained  to  whatever  amount 
he  may  acquire. 

As  a  social  factor.  We  need  not  cite  any  proof  to  show  the 
power  of  money  here.  We  all  know  the  prominent  citizen  is  usually 
wealthy.  Wealth  alone  will  not  open  all  doors  to  its  possessor,  but 
there  are  many  men  fitted  by  nature  and  education  for  a  social  life, 
from  which  they  are  barred  by  lack  of  money;  they  have  not  the 
wealth  to  enable  them  to  dress  and  entertain  on  the  prescribed  scale. 

To  take  any  position  of  social  standing  we  must  be  able  to  dress 
well,  live  in  houses  adapted  to  "our  standard"  and  the  higher  this 
standard,  the  higher  will  be  the  expense  to  maintain  it. 

How  to  obtain  it.  The  money  you  want  and  must  get  is  now 
in  the  possession  of  others;  for  we  do  not  expect  our  students  to 
search  for  the  material  hidden  in  the  earth  from  which  it  is  coined. 
How  are  you  to  get  it?  There  is  only  one  sure  and  right  way;  make 
yourself  so  valuable  as  a  salesman  that  those  who  have  it  will  give 
it  to  you  for  the  use  of  your  time  and  talent. 

Then  commence  Monday  morning  and  work  until  Saturday 
night  and  "confine  your  expenditures  to  the  size  of  your  pocket- 
book,"  with  something  left  over  for  your  bank  account. 


"The  darkest  hour  in  the  history  of  any  young  man  is  when 
he  sits  down  to  study  how  to  get  money  without  honestly 
earning  it.'  — Horace  Greeley 


QUESTIONS 

1.  Why  is  a  thorough  knowledge  of  the  quality  and  value  of  the 

goods  he  sells  absolutely  necessary  to  the  salesman? 

2.  Explain  why  a  salesman  should  know  the  nature  of  his  compe- 

tition, and  the  quality  and  value  of  his  competitor's  goods. 

3.  Give  the  leading  points  in  which  the  salesman's  knowledge  of 

the  article  should  be  complete. 


188  SALESMANSHIP:  THE  FOURTH  PROFESSION 


4.  What  should  the  salesman's  stock  of  information  concerning 

competition  include? 

5.  Why  should  the  salesman  find  out  the  extent  of  the  buyer's 

requirements  before  giving  a  price  based  on  a  large  quantity? 

6.  What  information  regarding  the  surrounding  conditions  should 

the  salesman  be  on  the  watch  for? 

7.  Why   should   the   salesman   learn   before   making   his   demon- 

stration whether  he  has  more  than  one  person  to  convince? 

8.  Why  is  it  important  that  the  salesman  sell  an  article  or  line 

that  is  in  harmony  with  his  make-up  and  experience? 

9.  How  is  the  commercial  value  of  one's  time  determined? 

10.  Explain  how  the  educational  value  of  spare  time  may  be  realized. 

11.  Give  some  of  the  ways  in  which  time  may  be  unprofitably  em- 

ployed. 

]  2.  Explain  the  difference  between  the  man  who  earns  only  two 
dollars  per  day,  and  the  one  who  earns  many  times  that 
amount. 

13.  Why  is  a  knowledge  of  how  to  spend  money  as  important  as  a 

knowledge  of  how  to  earn  it? 

14.  Why   are   good   food,    clothes,    reading    and   recreations   wise 

investments? 

15.  Explain  how  money  saved  may  become  a  silent  earning  partner. 

16.  Name  the  four  apprentices  whose  assistance  will  help  you  to 

invest  your  earnings  wisely. 

17.  Give  the  ratio  of  credit  capital  commanded  by  cash  capital  if 

a  man  is  known  to  be  honest. 

18.  Why  is  money  a  social  factor? 

19.  What  is  the  one  sure  and  right  way  for  a  man  to  obtain  money? 

20.  Give  the  quotation  from  Horace  Greeley  at  the  close  of  this 

lesson. 

Written  Exercise  for  this  lesson. 

Give  the  history  of  the  manufacture  and  the  advantages  of 
one  of  the  following  articles  or  lines,  which  you  are  supposed  to  be 
selling:  Paper,  Cash  Register,  Knit  Underwear,  Shoes,  Typewriter, 
Mattresses  and  Bedding,  Farm  Machinery. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  189 

NOTES 


190  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  191 

NOTES 


192  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  XIV 


PERSONAL  MAGNETISM 

What  is  Personal  Magnetism?  Why  are  we  drawn  to  some 
people  more  than  others?  We  want  to  know  what  it  was  that 
enabled  Henry  Ward  Beecher  to  quell  the  London  mob;  Why  the 
name  of  James  G.  Elaine  set  men  wild  with  applause;  Why  it  was 
that  Dwight  L.  Moody's  personality  alone  seemed  to  create  within 
the  mind  of  the  whole  congregation  the  desire  to  live  a  better  life; 
Why  do  we  sit  spell-bound,  allowing  conviction  to  steal  upon  us, 
while  listening  to  and  watching  such  living  exponents  of  magnetism? 
It  is  because  they  possess  the  power  of  concentration  and  force  of 
character  that  attracts  others;  the  power  to  persuade  and  influence 
the  minds  of  others;  Personal  Magnetism. 

From  the  right  thinking  mind  radiates  thought.  To  a  right 
thinking  mind  gravitates  thought. 

Chemists  tell  us  that  a  single  grain  of  radium  continues  to  throw 
out  heat  and  light  with  a  force  so  great  as  to  stagger  belief,  and  that 
without  apparent  diminution. 

May  not  the  right  thinking  mind  send  forth  its  messages  with 
the  same  force?  It  can  and  does.  This  subtle  current  of  thought 
vibration  projected  forth  from  the  human  mind  constitutes  Personal 
Magnetism. 

Some  persons  possess  this  power  naturally,  but  it  can  be  culti- 
vated more  or  less  by  everyone.  To  be  magnetic  you  must  be 
conscious  of  health  and  strength  and  have  the  power  to  concentrate 
your  thoughts  where  you  will.  You  must  possess  certain  traits 
of  character,  bearing  the  stamp  of  universal  approval,  before  you 
can  touch  the  chord  in  human  hearts  whose  vibration  produces 
tones  in  harmony  with  those  which  sound  from  your  own. 


194  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Have  you  ever  noticed  that  your  mental  and  physical  state 
influenced  others?  Have  you  ever  been  among  a  company  of  people 
where  there  seemed  to  be  no  life,  conversation  seemed  to  lag,  and  a 
general  atmosphere  of  depression  prevailed?  Another  person  full 
of  buoyant  spirits,  friendly  and  jolly,  joined  the  company.  Almost 
immediately  you  felt  the  different  atmosphere,  conversation  became 
animated  and  a  general  air  of  good  fellowship  took  the  place  of  the 
former  depression.  What  made  the  difference?  The  new  comer 
had  the  power  of  personal  magnetism.  His  cheerful  buoyant  posi- 
tive character  influenced  all  the  others. 

Do  you  doubt  the  power  of  cheerfulness?  Let  us  tell  you  that 
we  know  that  the  country  store  keeper  looks  forward  for  weeks  and 
months  to  the  coming  of  the  breezy  jolly  traveling  salesman,  who 
not  only  gets  the  orders  for  the  house,  but  leaves  an  atmosphere  of 
hope  and  cheerfulness  behind  him  which  brightens  the  store  for 
days. 

Doesn't  the  sunny-faced  retail  salesman  attract  more  customers 
and  sell  more  goods  than  the  sad-eyed  one  who  is  pondering  over  his 
own  troubles?  Of  course  he  does,  and  we  all  know  that  he  is  more 
valuable  to  his  employer. 

We  do  not  tell  you  to  put  on  a  smile  just  for  the  purpose  of  sell- 
ing goods.  We  know  that  if  you  attempted  it,  the  smile  called  up 
would  be  sickly.  We  hate  the  counterfeit  smile  or  the  habitual 
grin  that  some  salesmen  assume  and  for  that  reason  we  have  tried 
to  instill  within  your  mind  pure  thought,  right  motives  and  a  gen- 
uine regard  for  your  fellow  men.  These  will  stamp  your  face  with 
the  expression  that  attracts  without  any  effort  of  your  conscious 
mind. 

Acquire  all  the  cheerfulness  you  can.  Wherever  you  are,  wherever 
you  go,  sow  it  broadcast.  You  will  reap  an  abundant  harvest. 
All  doors  are  wide  open  to  the  sunny-faced  man  and  he  will  be  invited 
to  enter  where  the  sober-faced  or  gloomy  individual  has  to  fight  his 
way. 

Cheerfulness  attracts  others;  it  is  contagious  and  it  is  an  abso- 
lute necessity  to  Personal  Magnetism.  Perfect  health  is  also  a 
necessity  if  you  would  acquire  this  power,  Personal  Magnetism, 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  195 


which  not  only  attracts  people  to  you,  but  enables  you  to  persuade, 
to  influence  them  to  believe  as  you  believe  and  to  do  what  you  want 
them  to  do. 

There  is  nothing  mysterious  about  personal  magnetism;  yet  it 
is  an  elusive  subject  for  definition,  because  it  may  be  any  of  a 
number  of  characteristics.  Although  it  fascinates,  it  is  not  a  hyp- 
notic power,  but  a  natural  or  acquired  charm  of  manner.  Now 
it  is  a  sunny  disposition,  manifesting  itself  in  pleasant  words  and  a 
cheerful  countenance;  again  it  is  good  fellowship  in  its  best  sense, 
mixing  of  the  right  sort;  it  is  good  manners,  but  not  affectation;  it 
is  saying  things  that  please,  but  it  is  not  obvious  flattery;  it  is  strik- 
ing responsive  chords;  now  it  is  intense  earnestness,  now  joviality; 
or  it  may  be  a  well  modulated  voice,  soulfulness,  animation — it  may 
be  any  or  all  of  these  qualities  that  effect  what  is  called  personal 
magnetism. 

We  should  say  that  tact,  knowledge,  confidence,  enthusiasm 
and  force,  are  the  base  of  personal  magnetism.  Tact  will  indicate 
what  to  say  or  do;  knowledge  how  to  say  or  do  it;  while  confidence, 
enthusiasm  and  force,  will  give  it  due  effectiveness.  Good  manners, 
not  mere  etiquette  or  urbanity,  will  develop  personal  magnetism. 

But  we  are  not  so  much  concerned  with  a  definition  of  personal 
magnetism,  as  in  what  will  develop  it.  A  natural  propensity  for 
any  of  the  traits  mentioned  is  a  great  advantage  for  any  one  desiring 
to  acquire  this  valuable  adjunct  to  salesmanship;  nevertheless,  the 
absence  of  such  aptitudes  should  not  discourage  one  from  making 
the  effort  to  develop  them,  especially  when  we  remember  the  success 
of  others  in  overcoming  seemingly  impossible  handicaps.  Webster's 
first  attempt  at  public  speaking  was  a  pronounced  failure;  while 
Lord  Beaconsfield's  maiden  speech  in  Parliament  was  smothered 
with  derisive  laughter. 

Study  men,  their  temperaments,  moods  and  predilections,  thereby 
securing  the  key  to  their  character;  apply  the  knowledge  gained, 
and  develop  any  natural  aptitude  that  may  be  honorably  useful  in 
pleasing  them.  This  can  be  accomplished  by  persistent  effort. 
If  inclined  to  cheerfulness,  cultivate  it;  if  lugubrious,  turn  it  into  an 
earnest  and  dignified  manner,  devoid  of  hauteur  and  condescen- 
sion; if  talented  as  a  raconteur,  improve  yourself,  but  don't  become 


196  SALESMANSHIP:  THE  FOURTH  PROFESSION 


a  bore,  or  negligent  of  business,  by  telling  stories  all  the  time.     Work 
along  the  lines  suggested,  and  personal  magnetism  will  be  developed. 

We  like  to  hear  about  ourselves;  therefore  we  should  talk  to 
our  customers  about  what  concerns  and  interests  them,  for  they 
are  "chips  of  the  same  block."  Find  out  something  about  the  career 
or  penchant  of  a  merchant;  post  yourself  on  the  matter  and  if  you 
have  any  gift  of  speech,  you  will  charm  him. 

Speak  with  intelligence  to  a  man  about  a  subject  which  inter- 
ests him  and  you  will  exercise  over  him  an  influence  akin  to  personal 
magnetism. 

Personal  magnetism  has  queer  angles.  A  person  may  wield  a 
strong  influence  upon  one  man,  yet  fail  with  another. 

We  can  neutralize  attractive  qualities  by  talking  too  much 
about  our  own  affairs,  however  interesting  they  may  be  to  us. 

Intense  sincerity  and  earnestness  in  any  cause  are  potent  factors 
in  personal  magnetism,  for  enthusiasm,  whether  in  pulpit,  rostrum, 
or  salesroom,  kindles  the  fires  of  the  heart.  Therefore,  emulate 
the  example  of  the  salesman  who  declared  that  he  had  his  greatest 
success  when  "crazy  about  his  line,"  meaning  that  when  surcharged 
with  an  intense  faith  in  his  proposition,  his  enthusiasm  swept  away 
all  opposition. 

The  key  to  Successful  Salesmanship  is  the  power  to  persuade; 
to  influence  the  customer's  minds,  not  in  the  vulgar  sense  of  per- 
suading another  for  his  detriment  and  your  own  gain,  but  in  deal- 
ings which  are  mutually  beneficial. 

EXERCISES  IN  AUTO=SUQQESTION 

Suggestion  to  self  is  the  mighty  force  that  propels  us  on  our 
way  through  life. 

We  know  that  water  continually  flowing  over  the  same  course 
has  a  tendency  to  deepen  and  broaden  its  channel.  Repeated 
auto-suggestions  along  positive  lines  deepen  the  positive  avenues 
of  the  brain,  and  their  continued  repetition  makes  it  easier  to  keep 
in  subjection  the  negative  qualities. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  197 


An  ambitious  salesman  arranges  to  start  out  on  his  trip  the 
following  day,  suggesting  to  himself:  "I  will  succeed."  This 
suggestion  formulates  itself  into  a  picture.  A  panoramic  view  passes 
before  the  conscious  mind  and  is  recorded  upon  the  tablets  of  the 
sub-conscious  mind.  He  sees  the  various  towns  along  the  route  and 
the  customers  to  be  visited.  The  methods  of  procedure  with  the 
first  man  to  be  visited  are  arranged  and  recorded  in  logical  order. 

He  suggests  the  thought,  "I  will  awake  in  the  morning,  feeling 
bright  and  clear."  "I  will  work  harder  tomorrow  than  I  have  ever 
worked  before."  "I  will  meet  everyone  with  a  feeling  of  good  will." 

These  suggestions  are  all  recorded  in  the  brain  cells,  and  assist 
him  in  attaining  his  desire  in  proportion  to  the  degree  of  thought 
he  exerts. 

To  procure  the  best  results  you  must  formulate  these  sugges- 
tions you  give  to  self  in  a  manner  that  will  bring  you  to  the  goal  you 
desire  to  reach. 

We  believe  that  every  normal  man  pictures  as  his  goal  "a  round 
in  the  ladder  of  success."  It  may  be  fame,  fortune  or  the  accumu- 
lation of  a  competency  sufficient  for  himself  and  family. 

That  you  may  work  along  lines  of  the  least  resistance,  we  give 
the  following  outline  and  suggestions  which,  if  followed  will  bring 
to  you  greater  success  and  assist  you  in  every  laudable  undertaking. 


I  will  succeed. 

I  will  awaken  tomorrow  feeling  GOOD. 

I  will    go    through     the    day  doing    my  work 

BETTER  than  I  have  done  it  before. 
I  will  meet  EVERYONE  with  a  feeling  of  good 

will. 


While  you  should  at  all  times,  as  opportunity  presents  itself 
give  to  yourself  positive  suggestions,  we  have  found  that  the  best 
time  is  when  retiring  for  the  night.  You  are,  as  a  rule,  alone  with 
your  thoughts  and  can  more  easily  concentrate  upon  the  subject 


198  SALESMANSHIP:  THE  FOURTH  PROFESSION 


in  hand,  and  by  drawing  a  mental  picture  of  the  objects  or  purposes 
you  wish  to  accomplish,  shape  your  thoughts  to  that  end,  thus 
deepening  the  positive  avenues  of  the  mind  and  storing  away  in  the 
brain  cells  added  or  developed  strength. 

"I  will  succeed."  This  sentence  should  be  given  to  self  with 
a  force  that  admits  oj  no  defeat,  keeping  before  you  the  mental  picture 
of  the  "cherished  goal."  Speak  aloud  or  not,  as  you  choose,  calling 
yourself  by  name;  "(John),  you  will  succeed,  you  will  attain  your 
desire;  all  the  organs  of  your  body  will  work  in  perfect  harmony 
with  one  another  to  asisst  in  the  accomplishment  of  your  purpose. 
You  will  succeed.'1 

Continue  giving  to  self,  suggestions  of  this  nature  for  a  moment 
or  more,  believing  absolutely  in  what  you  are  saying,  never  doubting 
your  ability  TO  DO. 

Now,  take  the  next  sentence:  "I  will  awaken  tomorrow  feeling 
good.1'  "(John)  you  will  awaken  in  the  morning,  feeling  good. 
(John)  you  will  awaken  in  the  morning  feeling  bright  and  clear. 
All  the  organs  of  your  body  will  work  in  perfect  harmony,  each  per- 
forming its  proper  function.  When  you  wake  in  the  morning,  all 
Nature  will  be  alive  to  assist  you  in  the  accomplishment  of  your 
purpose;  you  will  awaken  feeling  bright  and  clear.  You  will  succeed. 
Every  organ  will  work  to  assist  in  the  accomplishment  of  your 
desire." 

Take  the  next  sentence:  "I  will  go  through  the  day  doing  my 
work  better  than  I  have  done  it  before".  "(John)  you  will  go 
through  the  day  doing  your  work  better  than  you  have  done  it  before. 
To  attain  greater  success,  you  must  perform  your  work  each  day  better 
than  the  day  before.  You  will  succeed.  You  will  awaken  in  the 
morning  feeling  bright  and  clear.  (John)  you  will  do  your  work 
better  than  you  have  done  it  before.  Success  is  yours.  YOU  WILL 
SUCCEED." 

Now,  take  the  last  sentence,  which  is  by  no  means  the  least 
"I  will  meet  everyone  with  a  feeling  of  good  will."  "(John)  you  will 
meet  everyone  on  the  morrow  with  a  feeling  of  good  will.  You 
will  awaken  feeling  good.  You  will  do  everything  to  be  done  better 
than  before,  and  why  shouldn't  you  have  a  feeling  of  good  fellow- 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  199 


ship  for  all  mankind,  meeting  each  one  you  know,  or  desire  to  know 
with  a  sincere  feeling  of  good  fellowship  and  good  will.  You  will 
see  the  good  in  each,  you  will  give  to  each  a  cheery  greeting,  a  warm 
hand-clasp;  you  will  succeed.  Your  cherished  desires  will  be  attained 
(John).  Yow  will  Succeed.  (John)  YOU  WILL  AWAKEN  IN 
THE  MORNING,  FEELING  BRIGHT  AND  CLEAR.  (JOHN) 
YOU  WILL  DO  YOUR  WORK  BETTER  THAN  YOU  HAVE 
DONE  IT  BEFORE.  (John)  YOU  WILL  MEET  EVERYONE 
WITH  A  FEELING  OF  GOOD  WILL.  SUCCESS  IS  YOURS, 
YOU  WILL  SUCCEED." 

You  have  devoted  five  minutes  or  more  to  the  concentration  of 
your  mind  upon  these  thoughts  and  sentences.  We  would  advise 
working  slowly,  giving  more  time  as  the  work  progresses.  It  is 
better  to  spend  but  a  few  moments  of  time  at  the  start,  increasing 
each  night  as  you  feel  that  you  are  gaining  in  power.  If  you  are 
convinced  of  the  power  of  prayer,  ask  Him  who  rules  the  universe 
to  help  and  strengthen  you. 

We  would  advise  that  the  formulated  thoughts  you  wish  to 
use  be  transferred  to  paper  that  you  may  quickly  recall  your  mind 
to  action  should  it  waver  and  take  up  other  thoughts.  "Suggestion 
gains  force  by  repetition."  A  suggestion,  which  passes  you  with- 
out much  attention  or  consideration  when  first  made,  will  gain 
both  attention  and  consideration  from  you  if  it  be  repeated 
sufficiently  often  and  in  the  right  manner. 

In  the  morning,  as  soon  as  you  awaken,  immediately  suggest 
to  self:  (John)  you  are  feeling  fine.  (John)  you  will  succeed.  (John) 
you  will  do  your  work  today  better  than  you  have  done  it  before. 
(John)  you  will  meet  everyone  with  a  feeling  of  GOOD  WILL." 

Continue  these  suggestions,  or  those  of  a  similar  nature,  until 
you  have  stimulated  within  yourself  a  feeling  of  cheerfulness.  Then, 
ARISE,  GO  FORTH!  and  put  into  action  the  suggestions  you  have 
given  yourself. 

Use  the  formula  we  have  given,  or  arrange  one  you  think  will 
better  suit  your  needs.  Write  it  on  a  card.  Carry  this  card  in  your 
pocket;  refer  to  it  frequently  during  the  day.  Let  every  sentence 
be  given  to  self  with  a  feeling  that  admits  of  no  defeat.  Each  sug- 
gestion given  means  the  development  of  stronger  "Will." 


200  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Again,  before  retiring,  take  yourself  in  hand,  always  calling 
yourself  by  name.  Continue  this  night  after  night,  day  after  day, 
until  the  sentences  are  so  firmly  imbedded  upon  the  tablets  of  your 
mind  that  you  can  bring  them  before  you  at  will  and  see  them  as 
though  they  were  illuminated  sentences  standing  out  before  you. 

Believe  absolutely  in  your  ability  to  accomplish  your  under- 
takings. With  the  gradual  development  of  these  positive  qualities 
you  desire  to  strengthen,  you  will  each  night  be  able  to  take  a  retros- 
pective view  of  the  day  just  past  and  say  to  self:  "(John)  you  are 
a  stronger  and  better  man;  you  are  accomplishing  your  purpose. 
YOU  WILL  SUCCEED." 

We  will  say  to  you  that  if  you  do  follow  out  the  suggestions 
given  with  a  feeling  of  confidence  that  admits  of  no  defeat,  you  will 
develop  and  accomplish  your  desires  in  proportion  to  your  ability 
to  attain.  Many  men  attain  comparative  success  in  life  without 
knowing  why  or  how  they  succeed,  and  yet,  if  these  same  men  worked 
to  develop  themselves  along  scientific  lines,  their  success  would  be 
greater.  There  is  absolutely  no  limit  to  man's  development. 

We  have  reached  the  point  where  you  must  begin  to  think  and 
act  for  yourself,  and  if  you  throw  the  whole  power  of  your  mind  into 
your  work,  you  will  change  the  course  of  your  life  for  the  better, 
develop  the  positive  qualities  and  look  at  life  from  a  different  view- 
point. 

That  you  may  clearly  understand  our  method  of  using  Sugges- 
tion, we  will  illustrate  with  the  positive  quality  Confidence,  as  this 
particular  apprentice  is  the  hardest  to  keep  up  to  a  high  standard. 

What  we  say  regarding  the  development  of  Confidence  may  be 
applied  to  all  qualities  you  wish  to  develop,  except  that  the  wording 
should  be  changed  to  suit  the  quality  you  are  developing.  You 
cannot  tell  when  you  will  be  compelled  to  take  in  hand  one  or  more 
of  your  apprentices  and  urge  them  forward  with  advice  along  these 
lines. 

When  occasion  arises,  immediately  throw  yourself  into  a  mental 
attitude  of  commanding  someone.  Begin  by  talking  to  this  other 
man,  who  is  you,  yourself,  calling  him  by  your  name  and  saying 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  201 


"(John)  you  have  every  confidence  in  yourself;  you  know  you  can 
accomplish  what  you  have  undertaken;  you  have  confidence  in  your 
ability;  you  WILL  succeed." 

Repeat  these,  or  other  suggestions,  over  and  over  again,  saying 
the  words  slowly  with  all  the  feeling  at  your  command.  Think 
what  each  sentence  means  to  you,  keeping  constantly  before  you 
that  other  self,  calling  him  by  your  name  frequently.  Continue 
these  suggestions  until  you  feel  that  you  have  stimulated  a  feeling 
of  greater  confidence  in  self. 

Acquire  this  habit,  shaping  your  sentences  into  positive  sug- 
gestions. We  know  whereof  we  speak.  If  you  follow  this  plan 
you  will  have  the  satisfaction  of  feeling  that  you  have  a  stronger 
grip  on  the  possibilities  of  life. 

All  men  work  along  these  lines  and  are  either  conscious  or  uncon- 
scious of  the  fact  that  they  are  giving  themselves  suggestions.  It 
is  for  this  reason  that  we  urge  you  in  your  development  of  your- 
self to  be  conscious  of  the  fact  that  every  time  you  give  yourself 
a  positive  suggestion,  it  is  developing  within  you  a  stronger  per- 
sonality. 

Every  quality  you  develop  must  be  handled  in  this  way.  You 
can  very  easily  shape  positive  sentences  to  assist  you  in  the  higher 
development  of  each  of  your  apprentices. 

"Every  man  who  wishes  to  develop  his  success  forces  should 
sit  in  the  privacy  of  his  own  room,  secure  from  interruption  for  at 
least  five  or  ten  minutes  each  day  shutting  out  the  cares  and  per- 
plexities of  every  day  life  and  letting  the  great  harmony  of  nature's 
universe  flow  through  his  cleared  mind  and  thus  gain  renewed  strength 
and  energy.  There  must  be  no  thoughts  of  discouragement  or 
other  negative  thoughts." 

In  suggesting  to  self,  we  have  found  that  the  best  results  are  to 
be  obtained  by  drawing  a  mental  image  of  oneself,  picturing  the 
man  which  is  self,  possessed  of  all  the  qualities  and  faculties,  and 
seeing  this  person,  which  is  self,  standing  out  before  us  as  vividly 
as  any  friend  whom  we  might  call  to  mind. 

When  giving  a  suggestion  with  this  other  self  standing  before 
you,  always  call  him  by  your  name,  hurling  at  him  the  suggestions 


202  SALESMANSHIP:  THE  FOURTH  PROFESSION 


you  wish  to  give  with  positive  force.     You  will  find  that  with  a  little 
practice  you  can  instantly  bring  before  you  this  other  self. 

You  have  often  heard  men  accused  of  repeating  some  false  state- 
ment or  story  until  they  actually  believe  it.  The  charge  was  prob- 
ably true,  and  demonstrates  the  power  of  auto-suggestion.  Men, 
accused  of  crime,  knowing  themselves  to  be  innocent,  often  come  to 
believe  themselves  guilty  when  all  around  believe  and  declare  them 
to  be  so. 

Men  have  become  great  who  never  suspected  they  possessed  the 
elements  of  greatness  until  repeatedly  assured  by  others  that  they 
were  endowed  with  qualities  which  make  great  men. 

There  is  a  prevalent  and  well  authenticated  belief  that  many 
famous  orators,  statesmen  and  preachers  would  never  have  had  their 
names  enrolled  in  the  book  of  fame  had  not  some  fond  mother  or 
loving  wife  discovered  the  germ  by  the  aid  of  the  magnifying  glasses 
through  which  they  looked,  and  by  constantly  picturing  to  the  loved 
one  what  they  saw  led  him  to  believe  the  portrait  was  true  to  life. 

Unfortunately,  we  are  not  all  surrounded  by  friends  and  loved 
ones  alert  to  discover  within  us  the  germ  of  greatness  and  picture  it 
to  us  in  developed  form,  but  we  are  always  with  our  better  self,  and 
whatever  character  qualities  we  wish  to  possess  we  may  acquire  by 
auto-suggestion,  by  constantly  repeating  to  ourselves  that  we  do 
have  it  and  that  we  ARE  what  we  have  determined  to  be. 

Every  emotion  will  pass,  if  you  refuse  it  expression.  If  you 
are  subject  to  evil  passions,  acquire  good  ones.  They  will  oust 
the  evil.  When  evil  ideas  come,  think  of  something  else.  Use 
auto-suggestion. 

You  cannot  feel  miserable  while  constantly  declaring  to  yourself 
"I  am  happy,  I  am  jolly."  You  cannot  well  neglect  your  work  or 
your  duties  while  repeating  to  yourself  and  to  others:  "I  am  always 
prompt,  on  hand  to  the  minute,  undertaking  instantly  whatever 
task  I  meet  or  decide  to  do." 

If  you  know  now,  while  reading  these  words,  that  you  are  inclined 
to  procrastinate,  you  may  become  prompt  within  a  month  by  keep- 
ing ever  before  your  vision  the  reminder,  "DO  IT  NOW,"  and 
acting  in  accordance  with  the  suggestions  received. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  203 


The  record  blanks  furnished  you  in  these  lessons  are  for  the 
purpose  of  making  your  auto-suggestions  more  forceful.  Putting 
into  words  or  writing  any  thought  or  statement,  gives  it  greater 
force.  People  are  often  moved  to  tears  by  the  words  they  use  in 
telling  others  of  their  misfortunes. 

A  man  may  have  an  amusing  story  in  mind  but  he  is  not  moved 
to  laughter  until  he  puts  it  into  words.  The  force  and  reality  of 
the  words  uttered  by  himself  will  usually  so  intensify  thought  that 
he  is  moved  to  lead  in  the  laugh  which  comes  in  the  sequence. 

Write  down  your  determination  and  resolution  to  practice  Energy, 
for  example.  Every  time  you  do  so,  this  element  is  strengthened. 
Repeat  to  yourself  often  "(John),  you  are  a  man  of  purpose,  you 
can  accomplish  it;  you  are  doing  it  now."  Every  time  you  make 
this  statement,  this  element  grows  stronger.  The  quality  in  you  is 
larger  and  this  process  is  called  "self  culture  by  auto-suggestion." 

In  this  course  of  study  are  many  statements  that  are  repeated 
again  and  again  in  succeeding  lessons.  That  is  one  way  of  teaching, 
and  for  you  the  way  to  learn  by  Suggestion. 

THE  BUSINESS  VALUE  OF  FRIENDS 

Did  you  ever  stop  to  consider  or  estimate  the  business  value 
of  a  friend?  Perhaps,  not,  for  true  friendship  is  not  based  upon 
the  commercial  value  of  its  object.  Nevertheless,  our  friends  have, 
or  may  have,  a  money  value  for  us,  and  the  aggregate  value  must 
depend  upon  the  number  we  possess.  Each  one  is  on  the  alert  to 
secure  a  remunerative  position  for  us,  is  working  for  our  advance- 
ment and  promotion  and  quick  to  give  us  the  first  hint  of  opportunity 
or  to  admonish  us  of  danger,  and  equally  as  prompt  to  bestow  approval 
and  recommendation  when  merited. 

Everywhere  these  friends  are  working  for  us.  When  a  man  is 
wanted,  if  we  are  qualified  and  they  know  the  work  to  be  congenial, 
they  suggest  our  name;  not  only  suggest,  but  demand  the  place  for 
us,  if  in  a  position  to  do  so.  When  our  character  is  assailed  they 
defend  our  motives  and  acts,  attracting  new  friends  to  our  standard 
by  the  earnestness  of  their  defense. 


204  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  faculty  of  making  friends,  the  disposition  and  power  to 
retain  them,  are  strong  factors  in  the  promotion  of  the  salesman. 
Customers  will  go  a  long  way  to  trade  with  the  salesmen  whom 
they  feel  are  friends  to  be  trusted.  To  the  man  with  the  "grip" 
their  possession  is  almost  always  a  presage  of  success.  If  he  can 
include,  as  he  should,  every  employe  of  the  house,  it  gives  him  con- 
fidence; he  knows  he  will  receive  from  them  every  tip  they  deem  of 
interest  to  him. 

By  honest  dealings,  by  showing  an  interest  in  others'  welfare, 
by  exercising  the  same  faculties  that  made  friends  of  his  brother 
salesmen,  he  has  made  a  personal  friend  of  each  one  of  his  custo- 
mers. If  the  interval  between  visits  proves  to  be  long  and  the 
retailer  needs  additional  stock,  he  will  send  his  order  direct  to  his 
friend,  the  salesman,  instead  of  sending  it  to  the  house.  The  house 
cannot  dispense  with  him,  or  if  they  do,  or  should  fail,  he  can  carry 
his  trade  with  him  to  another  firm,  assured  of  employment,  with 
an  annual  salary  that  would  have  been  considered  a  fortune  thirty 
years  ago. 

Keep  all  the  friends  you  have;  get  more;  the  porter,  cash  boy, 
every  one  of  your  fellow  salesmen,  and  those  above  you  in  authority; 
then  commence  on  customers  and  outsiders.  If  you  are  a  merchant 
secure  the  friendship  of  your  employes,  your  competitors,  your 
rivals.  But  in  whatever  position  you  may  occupy  make  friends 
and  keep  them. 

With  the  help  of  enough  friends  you  can  acquire  anything  and 
everything  you  really  desire,  for  your  individual  desires  seek  only 
to  grasp  that  which  the  "still,  small  voice"  within  truly  tells  you  is 
attainable.  We  do  not  wish  to  fly  or  attempt  to  lift  a  piledriver 
that  weighs  a  ton  or  more. 

It  was  said  of  Abe  Lincoln  when  he  was  first  nominated  that 
"he  had  nothing  but  friends."  It  was  true;  but  just  "friends" 
placed  him  in  the  most  exalted  position  to  which  a  citizen  of  our 
country  can  aspire.  There  are  on  record  thousands  of  acts  and 
incidents  to  show  that  individually  and  collectively  this  man  loved 
the  people,  always  considering  others'  interests  before  his  own. 
And  what  a  character  is  his!  Through  the  quality  of  mercy  and 
brotherly  love  it  approached  that  of  the  Godlike. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  205 


Remember  this:  There  are  none  so  humble  but  that  they  may 
aspire  to,  and  claim  friendship  of  the  great;  there  are  none  so  great 
that  they  can  afford  to  despise  the  friendship  of  the  lowly. 

Time  will  surely  bring  you  friends;  they  constitute  your  business 
capital — your  assets — inspire  public  confidence  and  bring  success. 
"How  then,"  you  inquire,  "shall  I  set  about  to  make  friends?" 
They  are  both  made  and  retained  by  the  exercise  of  TACT,  and  if 
you  do  not  possess  it  you  must  acquire  it;  its  growth  and  develop- 
ment is  rooted  in  a  desire  to  please.  Study  the  people  with  whom 
you  come  in  contact,  make  a  mental  memorandum  of  their  "tender 
or  sore"  spots,  and  be  careful  to  avoid  touching  them.  If  you  have 
learned  to  read  character,  you  know  something  of  their  ambitions, 
pride  in  work  done  or  in  qualities  they  deem  themselves  possessed 
of.  Praise  their  wares  if  you  would  make  them  your  friends. 

All  our  previous  lessons  on  the  formation  of  character  lead  up 
to  this:  Rid  yourself  of  objectionable  and  disagreeable  manners, 
cultivate  the  winning  qualities,  and  prove  yourself  a  true  friend  to 
all  whose  friendship  you  win.  "The  only  way  to  have  a  friend  is  to 
be  one." 

"The  friends  thou  hast  and  their  adoption  tried,  grapple  them 
to  thy  soul  with  hooks  of  steel."  — Shakespeare 


206  SALESMANSHIP:  THE  FOURTH  PROFESSION 


QUESTIONS 

1.  Define  Personal  Magnetism  and  state  the  qualities  necessary 

to  a  magnetic  personality. 

2.  What  personal  advantage  is  derived  from  habitual  cheerfulness? 

3.  What  influence  has  genuine  cheerfulness  on  the  power    of    per- 

sonal magnetism? 

4.  How    may    this    valuable    adjunct    to    salesmanship,    Personal 

Magnetism,  be  developed. 

5.  Why  is  it  that  a  person  may  wield  a  strong  influence  upon  one 

man  and  yet  fail  with  another? 

6.  What,  then,  is  the  key  to  Successful  Salesmanship? 

7.  How  may  the  negative  qualities  be  kept  in  subjection? 

8.  Give  the  four  positive  suggestions  in  the  outline  that  will  assist 

you  in  every  commendable  undertaking. 

9.  When  is  the  best  time  for  giving  suggestions  to  self  and  why? 

10.  How  long  should  one  continue  to  give  himself  auto-suggestion 

on  any  formula  of  sentences? 

11.  Give  the  method  of  using  suggestion  in  the  cultivation  of  self- 
*  confidence. 

12.  What  do  we  assert  will  be  the  result  of  following  the  plan  of 

giving  ourselves  positive  suggestions  as  outlined? 

13.  How  may  one  become  prompt  if  inclined  to  procrastinate? 

14.  How  does  making  friends  benefit  the  salesman  and  why? 

15.  Whom  should  the  traveling  salesman  include  in  his  list  of  friends? 

16.  How  are  friends  secured? 

17.  What   was   it   placed   Abraham   Lincoln  in  the   most   exalted 

position  to  which  a  citizen  of  this  country  can  aspire? 

18.  What  are  you     advised  to  remember  regarding  the  friendship 

of  the  great  and  the  lowly? 

19.  Give  the  summing  up  of  all  the  previous  lessons  on  the  forma- 

tion of  character. 

20.  Give  the  thought  expressed  in  the  quotation  from  Shakespeare? 

Written  exercise  for  this  lesson. 

Give  an  instance  that  has  come  under  your  own  observation 
showing  the  radiation  and  gravitation  of  thought,  or: — one  showing 
the  power  of  Personal  Magnetism. 

Give  yourself  positive  suggestions  as  directed  for  one  week  on 
some  quality  you  would  like  to  develop  and  report  the  result. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  207 

NOTES 


208  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  209 

NOTES 


210  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  XV 


THE  WHOLESALE  SALESMAN 
Applying  for  a  Position 

Bear  in  mind,  when  applying  for  a  position,  that  you  are  con- 
templating "a  sale."  The  sale  of  your  service  and  ability,  and 
that  the  steps  to  a  sale  attract  attention,  inspire  confidence,  and 
create  desire,  must  be  followed  in  this  instance  as  in  any  other  sale, 
whether  you  make  your  application  by  correspondence  or  in  person, 
or  both. 

In  making  application  for  a  position  by  correspondence,  the 
first  requisite  for  attracting  attention  is  of  course  the  appearance 
and  composition  of  your  letter.  It  should  be  written  in  a  clear 
firm  hand,  or  typewritten,  written  preferred,  as  the  handwriting 
shows  something  of  the  character  of  the  writer,  and  it  is  quite  nec- 
essary that  a  wholesale  salesman  write  a  clear  legible  hand  in  making 
out  orders,  etc.  Spelling  and  grammar  should  be  correct.  It  should 
not  be  too  long,  but  long  enough  to  give  the  important  informa- 
tion about  yourself  necessary  to  convince  the  person  to  whom  you 
are  making  the  application  of  your  ability  to  fill  the  position  satis- 
factorily. 

The  wording  of  this  letter  should  be  original,  but  the  form  should 
comply  with  that  in  general  use  in  business  correspondence: 
Your  own  address  and  the  date  on  the  upper  right  hand  side  of  the 


212  SALESMANSHIP:  THE  FOURTH  PROFESSION 


sheet;  below  at  the  left  the  name  and  address  of  the  firm  to  whom 
you  are  applying.     Thus: 

Rochester,  Minn.,  July  6,  1912. 
Chicago  Mat  Board  Co., 

666  Washington  Blvd. 
Chicago,  111. 

Gentlemen: — 

Then  follows  the  body  of  the  letter.  First  your  reason  for 
addressing  your  application  to  them.  This  would  include  whatever 
information  you  had  for  inferring  their  immediate  or  future  need 
of  a  salesman.  Second,  your  qualifications  for  the  position,  stating 
age,  experience  with  their  line,  if  any.  (if  you  have  had  no  exper- 
ience, it  is  best  not  to  mention  it  but  affirm  your  confidence  in  your 
ability  to  get  business  for  them.)  If  you  have  knowledge  of  their 
line  or  certain  territory,  state  exactly  what  this  knowledge  is  and 
how  obtained.  Give  present  occupation  and  reference.  Third, 
close  by  thanking  them  for  their  attention  to  the  letter  and  asking 
for  a  favorable  reply  and  signing  the  letter, 

Yours  respectfully, 
Street  address 
City,  State. 

You  should  always  ask  for  a  personal  interview,  provided  you 
are  situated  so  that  you  can  take  advantage  of  a  personal  inter- 
view. If  this  is  granted,  it  is  a  step  taken  towards  securing  the 
position  because  it  shows  that  you  have  succeeded  in  attracting 
attention  and  if  you  have  followed  the  advice  given  in  this  lesson,  you 
should  be  capable  of  demonstrating  satisfactorily,  in  a  personal 
interview,  your  qualifications  for  the  position. 

Should  you  get  no  reply  to  your  first  letter,  write  again,  reit- 
erating your  desire  for  the  position,  and  ability  to  fill  it  satisfactorily, 
and  your  request  for  a  personal  interview. 

When  seeking  a  position  as  salesman,  select  a  house  that  handles 
a  line  of  goods  that  appeals  to  you,  that  you  have  a  preference  for, 
or  are  familiar  with,  if  possible.  Then  make  up  your  mind  that 
you  are  going  to  get  a  position  and  "go  after  it,"  and  do  not  let  up 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  213 


until  you  get  it.  When  you  have  got  it,  make  up  your  mind 
thoroughly  that  you  are  going  to  "make  good."  Then  do  it,  by 
"not  stopping  until  you  arrive." 

Do  not  be  afraid  to  tackle  any  line  that  appeals  to  you  whether 
you  are  familiar  with  the  goods  or  not.  If  you  have  no  knowledge 
of  the  line,  you  can  be  posting  yourself  while  the  application  is  in 
abeyance,  but  you  should  be  sure  to  post  yourself  thoroughly  before 
you  start  out  to  sell. 

Choose  a  responsible  house.  They  are  always  on  the  lookout 
for  good  salesmen,  and  if  you  can  convince  them  that  you  are  the 
man  they  are  looking  for,  the  position  is  yours. 

In  the  novelty  or  specialty  line,  many  get-rich-quick  schemes 
are  promulgated  and  salesmen  advertised  for,  often  a  deposit  on  the 
samples  is  asked.  Glittering  prospects  are  held  out  of  large  com- 
missions, big  sales,  etc.,  but  it  is  possible  that  the  salesman  may 
find  at  the  end  of  several  months  of  hard  work  that  the  bubble  has 
exploded,  and  he  is  richer  in  experience  only,  or  some  other  means 
have  been  resorted  to  to  beat  him  out  of  his  commission. 

If  you  are  contemplating  making  application  for  positions  adver- 
tised, it  is  best  to  first  make  a  thorough  investigation  of  the  financial 
standing,  business  integrity  and  reputation  for  honesty,  and  fair 
dealing  of  the  concern,  before  going  further. 

You  may  make  application  to  several  houses  at  the  same  time. 
If  there  is  more  than  one  opening,  you  have  an  opportunity  of  choos- 
ing the  one  that  appeals  to  you  most.  In  answering  an  advertise- 
ment for  salesmen,  when  the  line  of  goods  is  not  specified  and  you 
have  no  way  of  determining  what  the  line  is,  state  in  your  applica- 
tion that  you  have  no  knowledge  as  to  the  line,  but  that  you  have 
confidence  in  your  ability  to  sell  any  legitimate  line  succesfsully 
and  if  they  will  give  you  the  opportunity  you  will  demonstrate  to 
their  entire  satisfaction  your  ability  to  get  the  business. 

When  you  succeed  in  gaining  a  personal  interview,  do  not  be 
afraid  to  assert  yourself.  You  have  no  business  to  make  applica- 
tion for  a  position,  unless  you  have  confidence  in  your  ability  to 
fill  it,  and  personal  power  sufficient  to  impress  on  the  employer's 
mind  that  he  needs  you.  This  is  the  gist  of  the  whole  matter,  to 


214  SALESMANSHIP:  THE  FOURTH  PROFESSION 


convince  the  man  to  whom  you  are  making  application  that  you  are 
the  one  man  for  the  place,  and  how  can  you  convince  him  if  you  do 
not  feel  that  way  yourself? 

By  having  an  intense  enthusiasm  regarding  the  proposition  and 
showing  energetic,  aggressive  interest,  he  receives  that  impression 
and  naturally  has  the  same  feelings  toward  you. 

Once  you  have  secured  an  appointment  for  a  personal  inter- 
view do  not  delay,  see  your  man  at  his  earliest  convenience.  This 
shows  him  that  you  are  prompt  to  grasp  every  opportunity.  Intro- 
duce yourself  promptly,  giving  the  particulars  of  the  appointment. 
Do  not  allow  yourself  to  show  awkwardness  or  timidity — elimi- 
nate everything  personal  but  the  fact  that  you  are  the  man  for  the 
position  and  you  are  going  to  get  it. 

References.  In  applying  for  a  position,  it  is  well  to  have  first 
class  references  as  to  your  character  and  general  ability.  If  you 
have  had  actual  experience  and  have  demonstrated  your  ability 
and  are  seeking  to  form  a  new  connection  for  the  purpose  of  chang- 
ing your  line  or  bettering  your  position  you  should  be  prepared  to 
offer  as  reference  the  house  you  are  working  for.  This  carries  more 
weight  than  any  other  reference.  You  should  always  state  in  the 
application  your  reason  for  desiring  to  make  the  change. 

Never  throw  up  a  position  simply  because  you  are  trying  to  get 
a  better  one.  Stick  to  what  you  have  until  you  are  certain  that  you 
have  something  better  suited  to  your  make  up  or  environment, 
and  in  which  you  feel  that  you  can  make  a  greater  success. 

Should  you  lose  your  position  through  no  fault  of  your  own, 
be  sure  to  get  a  letter  from  your  employer,  stating  why  your  con- 
nection with  him  has  been  severed.  This  keeps  your  record  clear; 
a  very  important  item  if  you  should  ever  require  the  services  of  a 
bonding  company.  Bonding  companies  are  very  particular  to  have 
a  clear  record  of  a  man's  personal  character,  as  they  guarantee  his 
honesty  to  his  employer,  and  will  not  do  so  unless  they  have  something 
on  which  to  base  their  guaranty. 

Be  sure  to  have  your  reference  confirm  definitely  the  statements 
you  wish  to  make  to  your  prospective  employer. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  215 


Before  asking  a  business  man  or  friend  to  allow  you  to  give  him 
as  reference  you  should  find  out  definitely  what  his  opinion  of  you 
is  and  what  knowledge  of  your  ability,  character,  etc.,  he  possesses, 
for  no  matter  what  his  own  standing  may  be  if  he  knows  nothing 
definitely  about  you  his  recommendation  would  be  of  little  value. 
Before  giving  any  man  as  reference  you  should  first  consult  him  per- 
sonally and  arrange  the  details  of  the  information  you  wish  him  to 
give. 

Secure  a  direct  letter  to  your  prospective  employer,  from  some 
person,  or  persons,  who  know  him,  either  personally  or  in  a  busi- 
ness way,  if  possible.  If  your  personality  comes  up  to  the  mark, 
it  adds  the  clinching  argument  in  your  favor  and  will  usually  get 
you  the  position.  The  Fall  is  the  best  time  for  making  a  change 
from  one  line  or  house  to  another,  because  it  is  at  this  time  that 
houses  who  employ  salesmen,  by  the  year,  are  looking  around  for 
new  men  to  supply  any  vacancy  or  necessary  change  in  their  selling 
force. 

Contracts.  A  contract  is  an  agreement  between  two  parties 
stipulating  what  services  are  to  be  preformed  by  one  party,  and  the 
compensation  for  such  service  to  be  given  by  the  other  party.  Before 
signing  a  contract,  always  be  sure  that  you  understand  it  thoroughly 
and  agree  to  its  terms.  Business  houses  usually  have  printed  forms 
ready  to  be  filled  out  with  name,  terms,  etc.,  for  it  is  customary 
for  them  to  dictate  the  terms  of  the  agreement.  A  great  many 
times  a  contract  may  be  unnecessary  and  again  it  may  be  of  the 
utmost  importance  when  you  are  associating  yourself  with  a  new 
firm.  In  the  case  of  a  commission,  or  salary  and  commission  agree- 
ment it  is  especially  important,  and  should  state  specifically  the 
amount  of  salary  you  are  to  receive,  or  salary  and  commission, 
territory  to  be  covered,  credit  for  mail  orders  in  your  territory, 
expense  account  and  time  covered  by  contract,  with  clause  for 
annuling  the  same  upon  specified  notice  given  by  either  party. 

Remember  that  employers  are  entitled  to  consideration,  as  well 
as  salesmen.  But  you  are  justified  in  making  as  good  terms  for 
yourself  as  you  can  and  taking  precautions  to  protect  your  own 
interests. 


216  SALESMANSHIP:  THE  FOURTH  PROFESSION 


No  reliable  house  will  take  advantage  of  its  salesmen,  they  are 
of  too  vital  importance  to  their  business.  Still  as  you  have  come 
to  an  agreement  it  is  perfectly  proper  to  ask  in  a  tactful  way  for 
some  form  of  contract  that  will  show  the  amount  of  salary,  or  salary 
and  commission,  you  are  to  receive,  and  no  responsible  house  will 
think  the  less  of  you  for  it. 

Having  accepted  an  agreement  and  signed  it,  endeavor  to  live 
up  to  your  part  of  the  contract,  and  if  necessary  to  terminate  your 
connection  with  the  house,  do  so  only  on  the  terms  provided  for  in 
the  contract. 

RELATION  OF  SALESMAN  TO  HOUSE 

The  Manager  of  a  wholesale  house  is  looking  for  the  man  who 
has  a  definite  idea  of  what  he  wants  to  do;  he  knows  that  the  man 
who  is  well  educated  and  has  decided  that  he  will  follow  a  com- 
mercial life,  is  the  most  satisfactory  help  that  can  be  secured.  To 
get  thoroughly  honest,  reliable  and  efficient  help  is  his  constant 
study. 

Note  the  kind  of  help  this  manager  of  a  wholesale  house  is  look- 
ing for. 

"In  my  experience  of  engaging  and  using  help  I  find  many  young 
men  are  afraid  to  tell  the  truth.  The  first  question  I  want  to  ask 
an  applicant  is,  are  you  honest?  I  do  not  refer  to  the  handling 
of  money;  the  word  HONEST  covers  your  time  and  talent,  your 
loyalty  and  candor.  I  said  to  a  young  man  who  had  just  failed  to 
make  a  sale,  'You  are  afraid  to  tell  the  truth.  You're  afraid  that 
your  employer  would  not  like  it,  or  that  you  could  not  make  the 
sale.  If  you  had  been  strictly  honest,  the  chances  are  that  you 
would  have  won  the  confidence  of  the  customer,  made  the  sale, 
and  satisfied  your  employer.'  I  want  a  yowig  man  who,  if  he  makes 
a  mistake,  is  not  afraid  to  say  so;  is  honest  enough  to  step  up  and 
tell  of  it.  A  business  house  loses  very  little  money  through  the 
mistakes  that  are  made,  provided  they  are  known  and  rectified  at 
once.  I  do  not  expect  any  young  man  to  work  for  me  who  will 
not  make  mistakes,  but  I  do  expect  him  to  make  such  mistakes 
known  to  me  at  once,  and  not  come  to  me  saying,  'I  know  I  made 
a  mistake,  but  thought  it  would  come  out  all  right.'  When  you 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  217 


make  a  mistake,  report  it  immediately;  if  all  the  young  men  today 
would  do  that,  they  would  save  their  employers  in  the  aggregate 
hundreds  of  thousands  of  dollars  each  year.  The  one  who  has  the 
couxage  and  honesty  to  do  it,  is  on  the  road  to  promotion." 

As  a  rule  the  first  employment  offered  a  beginner  in  a  wholesale 
house  is  a  position  as  office  boy.  In  that  position  he  becomes  ac- 
quainted, through  the  mailing  of  the  correspondence,  with  the 
customers  of  the  firm.  To  the  office  boy  is  often  assigned  the  duty 
of  taking  around  the  statements  each  month  and  making  collections. 
In  doing  this  work  a  bright  young  man  will  make  it  a  chance  to  sell 
a  few  goods;  when  he  leaves  the  statement  or  collects  an  account, 
he  has  a  good  opportunity  to  ask  the  customer  if  there  is  anything 
more  that  is  needed.  If  he  follows  this  custom  he  will  soon  learn 
how  to  bring  in  orders  and,  by  showing  ability  to  sell  goods,  ten 
chances  to  one  he  will,  just  from  starting  in  that  small  way,  become 
in  time  a  regular  salesman  for  the  house. 

A  man  who  failed  in  his  own  business — failed  because  he  had 
no  previous  knowledge  or  experience  in  the  line  of  trade  he  had 
undertaken,  applied  to  a  wholesale  house  for  a  position  as  office 
boy.  The  manager  hesitated  about  giving  him  the  work — thought 
him  worthy  of  something  better.  The  applicant  stated  that  they 
would  soon  find  out  what  he  was  fitted  for  and  could  advance  him  when 
they  thought  best  for  their  own  interests.  At  the  end  of  twelve 
months  he  was  a  traveling  salesman  at  a  salary  of  $1,200  per  year. 

Of  three  young  men  who  commenced  as  office  boys,  one  is  today 
credit  man  for  a  large  wholesale  house,  another  is  on  the  road  as 
salesman,  and  a  third  is  vice-president  of  the  firm  that  first  employed 
him.  Every  business  man  can  name  many  such  examples. 

A  beginner  in  the  shipping  room  has  a  good  opportunity  to 
learn  the  business.  He  is  in  a  position  to  familiarize  himself  with 
the  names  and  all  the  different  classes  of  goods  handled.  When 
you  become  too  valuable  in  the  shipping  room,  by  having  made  the 
most  of  the  opportunities  offered  you  for  becoming  thoroughly 
posted,  you  are  selected  for  the  sales  department.  The  first  six 
months  the  beginner  is  expected  to  learn  the  business  of  the  firm  in 
a  general  way.  By  the  end  of  the  first  year,  if  he  has  applied  himself, 
he  becomes  familiar  with  the  different  kinds  of  goods  and  their 


218  SALESMANSHIP:  THE  FOURTH  PROFESSION 


prices,  and  by  the  end  of  the  second  year  he  should  know  both  thor- 
oughly, and  be  competent  to  fill  a  position  as  salesman,  either  in 
the  house  or  on  the  road. 

The  office  boy,  shipping  clerk  or  subordinate  employe  in  any 
department  should  not  be  afraid  to  ask  questions.  If  he  does  not 
understand  how  to  do  the  work  which  has  been  assigned  him  or  that 
he  sees  needs  doing,  he  should  ask,  and  not  go  ahead  and  do  it  when 
in  doubt  as  to  how  it  should  be  done ;  he  should  go  to  the  head  of  his 
department,  where  he  will  be  correctly  informed,  and  not  to  the  next 
employe  above  him. 

The  first  few  months,  or  possibly  a  year,  according  to  the  work 
an  employe  has  to  do,  he  has  a  perfect  right  to  ask  any  and  all  ques- 
tions he  sees  fit.  The  employer  who  has  the  right  interest  in  the 
welfare  of  his  own  business  will  take  particular  pains  to  answer 
all  questions  where  his  employes  seek  necessary  information. 

The  secret  of  advancement,  of  ultimate  success,  is  to  feel  a  per- 
sonal interest  in  the  welfare  of  the  house  with  which  you  are  con- 
nected. Think  and  speak  of  it  as  "our  house;"  regard  all  its  inter- 
ests as  your  own.  An  individual  interest  felt  towards  your  house 
will  prompt  an  exercise  of  such  interest;  you  will  be  on  the  alert  to 
do  whatever  is  needed  to  be  done.  If  a  man  adjoining  you  neg- 
lects his  stock,  leaves  undone  that  which  you  know  should  be  done, 
you  will,  in  a  quiet  unostentatious  way,  do  it  yourself  or  see  that 
it  is  done.  You  will  not  hesitate  even  to  do  work  that  properly 
belongs  to  the  porter,  should  occasion  demand  it.  There  are  some 
young  men  who  entertain  the  idea  that  they  would  belittle  themselves 
by  lending  a  hand  to  do  work  of  a  lower  grade  than  that  offered  in 
the  position  they  occupy. 

Any  young  man  who  feels  that  he  is  depreciating  himself  by 
doing  any  honest  labor  about  the  house  is  not  made  of  the  right 
stuff  or  has  imbibed  wrong  ideas  of  true  manliness. 

Many  employes  fail  to  advance  because  they  do  not  want  to  do 
any  more  work  than  they  have  to.  The  wall  that  blocks  their  prog- 
ress to  promotion  is  called  "That's  not  my  work."  Everything 
that  needs  doing  is  your  work;  and  if  you  are  fonced  to  do  extra  work 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  219 


by  doing  that  of  the  man  above  you  or  leaving  it  undone,  do  it, 
and  console  yourself  with  the  reflection  that  it  is  well  for  you  to  know 

how,  as  you  will  soon  be  called  upon  to  take  his  place. 

• 

The  salary  usually  paid  a  beginner  is  $25  per  month.  It  will 
be  increased  as  soon  and  as  often  as  you  demonstrate  your  disposi- 
tion and  ability  to  earn  more,  but  you  must  remember  "those  who 
never  do  any  more  than  they  are  paid  for,  never  get  paid  for  any  more 
than  they  do."  Do  not  cherish  the  thought  that  months  or  years 
of  service  with  the  house  entitles  you  to  increase  of  salary  or  pro- 
motion; advancement  depends  not  on  time,  but  upon  ability  and  will- 
ingness to  do  more  work  and  earn  more  money  than  your  present  posi- 
tion affords* 

Listen  to  the  opinion  of  the  afore-mentioned  manager  regard- 
ing "work": 

"If  I  were  restricted  to  the  printing  of  one  word  on  the  guide- 
board  pointing  to  success,  that  word  would  be  WORK;  if  I  were 
allowed  a  sentence,  I  would  repeat — WORK;  and  if  I  were  per- 
mitted to  use  a  paragraph,  I  could  not  embody  in  it,  the  good  advice 
to  be  found  in  the  one  word,  WORK.  It  is  a  shield  that  wards  off 
bad  habits,  vicious  companions  and  injurious  introspection;  it  keeps 
one  happy  while  doing,  offers  the  pleasure  of  rest  and  promise  of 
comforts.  Ask  a  hundred  prominent  men  how  they  won  fame,  each 
in  their  respective  fields,  or,  that  many  millionaires  how  they  won 
such  fortunes,  they  will  answer,  Work — by  hard  work;  earnest, 
persistent  work." 

While  the  work  of  the  traveling  salesman  and  that  of  the  house 
salesman  differ  in  some  respects,  their  object  is  the  same.  Con- 
sequently many  of  the  suggestions  given  can  be  applied  to  both  of 
them. 

The  energetic  salesman,  the  man  who  is  always  busy,  always 
alert  and  active  to  the  interests  of  his  house  and  his  customers,  is 
a  very  welcome  and  valuable  factor  in  any  combination.  His  every 
action  inspires  the  confidence  of  his  employers,  as  well  as  that  of 
his  patrons  and  of  those  to  whom  he  is  seeking  to  introduce  his 
wares.  This  confidence,  secured  by  him,  will  be  one  of  his  most 


220  SALESMANSHIP:  THE  FOURTH  PROFESSION 


valuable  assets  assuring  him  of  the  hearty  support  of  his  house  and 
the  respect  and  friendship  of  all  those  brought  through  his  efforts 
into  business  relations  with  it. 

When  you  go  out  on  the  road  to  take  up  the  practical  part  of 
your  work,  you  will  be  known  as  the  representative,  or  let  us  say, 
the  "representation"  of  your  house.  If  you  are  cleanly  in  person 
and  language,  courteous  and  agreeable  to  all,  industrious  and  ener- 
getic in  your  work  and  well  informed  as  to  all  parts  of  it,  you  will 
present  a  good  strong  picture  of  your  institution;  you  will  impress 
upon  all  with  whom  you  come  in  contact  the  idea  that  its  character 
and  standing  are  such  that  any  one  having  business  relations  with 
it  can  be  assured  of  clean,  honorable  treatment  at  its  hands. 

There  is  a  natural  temptation  to  side  with  a  customer  against 
the  house  when  differences  arise.  Experienced  salesmen  seldom 
fall  into  this  error,  because  they  realize  that  the  customer's  confi- 
dence in  the  salesman — in  his  wares — and  in  his  house,  is  the  strong- 
est factor  in  securing  business.  In  this  age  of  keen,  vigorous,  increas- 
ing competition,  business  is  largely  founded  upon  confidence  and 
good  faith,  and  the  salesman  is  weakening  one  of  his  surest  elements 
of  success  in  indulging  in  criticism  against  his  house.  One. of  the 
principal  assets  of  any  large  jobbing  enterprise  is  an  efficient  organ- 
ization, which  usually  requires  time  and  much  patient  experimenting 
to  perfect.  A  proper  esprit  de  corps  is  essential,  and  is  rightfully 
expected  of  each  member  of  the  organization. 

The  salesman,  backed  up  by  and  joining  in  this  spirit  of  co- 
operation and  reciprocation,  will  be  able  to  secure  the  exclusive 
sale  of  his  goods  to  the  best  dealers  who  are  open  to  his  particular 
line,  and  the  motto,  "Once  a  customer,  always  a  customer,"  which 
is  desired  by  so  many  and  attained  by  so  few,  can  be  placed  upon 
the  banner  of  his  house. 

The  salesman's  personal  relations  with  the  members  of  his  house 
should  always  be  pleasant  and  without  friction.  He  should  show 
proper  respect  for  the  person  and  opinion  of  his  employer  and  sales 
manager.  Be  interested  in  whatever  concerns  the  house,  and 
businesslike  in  all  his  relations  with  it. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  221 


RELATION  OF  SALESMAN  AND  CREDIT  MAN 

Nearly  every  large  wholesale  house  has  a  credit  man,  whose 
business  it  is  to  determine  the  amount  of  credit  each  customer  of 
the  house  is  entitled  to  and  the  desirability  of  new  accounts. 

There  is  a  psychological  difference  between  the  two  callings 
that  is  irreconcilable.  The  condition  of  mind  that  solicits  an  order, 
puts  forth  every  artifice  and  argument  to  secure  the  favor  of  a  buyer 
and  persuade  him,  not  only  that  he  needs  the  goods  but  the  par- 
ticular ones  displayed,  must  necessarily  be  different  from  the  frame 
of  mind  which  conservatively  and  calculatingly  measures  the  con- 
sequences of  shipping  the  goods;  the  one  represents  the  enthusiasm 
of  successful  effort,  the  other  the  prudence  arising  from  the  memory 
of  many  doubtful  ventures. 

It  is  reasonable  that  the  salesman  working  with  tireless  energy 
to  increase  his  sales,  and  the  credit  man  watching  unceasingly  to 
keep  losses  at  a  minimum,  should  hold  at  times  widely  divergent 
views  as  to  the  responsibility  or  desirability  of  certain  accounts. 

Their  interests,  however,  are  so  interwoven  it  is  highly  desir- 
able that  the  utmost  harmony  should  prevail.  The  credit  man  should 
always  be  willing  to  explain  his  reasons  for  declining  an  account,or 
for  any  line  of  policy  adopted  in  regard  to  it,  to  write  letters  sol- 
iciting new  trade,  or  mollifying  dissatisfied  customers  and  should 
never  hesitate  to  reverse  a  decision  when  presented  with  evidence 
that  his  first  conclusion  was  founded  on  erroneous  data. 

The  salesman  can  be  of  valuable  assistance  by  giving  every  scrap 
of  information  concerning  a  customer — his  habits,  keenness  as  a 
buyer,  excellence  as  a  stock  keeper,  ability  as  a  collector,  standing 
in  the  community,  family  difficulties,  notable  eccentricities,  and 
rumors  as  to  outside  ventures.  Much  of  this  information  may  be 
of  passing  moment,  and  again  it  may  suggest  a  lead  bringing  about 
a  quiet  investigation,  resulting  in  safeguarding  important  interests. 

Make  your  standing  with  the  credit  department  thorough  and 
cordial.  Let  every  report  you  make  bear  the  earmark  of  honesty, 
and  painstaking  investigation.  No  other  man  can  do  so  much  to 
make  or  mar  your  success  as  can  the  credit  man. 


222  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Never  quarrel  with  the  credit  department.  Thoroughly  realize 
that  it  always  has,  and  always  will,  stand  nearer  the  head  of  the  house 
than  you  ever  can  in  your  present  position.  It  is  quite  common  for 
a  salesman  to  send  in  a  "rush"  order.  "Ship  at  once;  this  man  is 
perfectly  good."  How  good?  How  much  stock?  Outstandings? 
Real  estate?  Insurance?  Mercantile  debts?  Incumbrances  on  real 
estate?  Bank  indebtedness?  Volume  of  business?  Past-due  in- 
debtedness? To  act  intelligibly  the  credit  man  must  have  this  in- 
formation, else  he  is  surrendering  his  duties  to  one  to  whom  no  re- 
sponsibility for  their  proper  performance  is  attached.  It  is  true 
many  merchants  hesitate  to  reveal  their  business  affairs  to  salesmen, 
chiefly  from  fear  that  it  may  come  to  the  knowledge  of  competitors, 
or  others  not  entitled  to  it,  but  it  is  never  amiss  to  suggest  that  the 
house  will  most  likely  ask  for  detailed  information;  however,  the 
custom  is  universal  nowadays  of  giving  a  signed  property  statement 
to  the  house  from  whom  a  merchant  is  obtaining  a  line  of  credit. 
The  custom  is  right  from  every  point  of  view;  no  man  would  expect 
to  borrow  a  sum  of  money  from  his  bank  without  security  or  showing 
of  his  condition.  Jobbing  credit  is  similar  to  bank  credit,  the  differ- 
ence being  the  exaction  of  a  slightly  higher  rate  of  interest  in  the 
way  of  profit  on  the  goods  because  of  the  greater  risk  involved. 

If  you  represent  a  house  that  has  no  credit  man,  you  must  to  a 
certain  extent  act  in  that  capacity.  The  house  usually  furnishes 
pocket  editions  of  commercial  reports  that  are  valuable  for  ascer- 
taining a  man's  commercial  rating,  but  these  should  not  be  depended 
on  entirely.  Conditions  may  have  changed  since  the  report  was  pub- 
lished. So  it  is  best  to  ascertain  from  the  house  before  starting  out, 
the  conditions  of  the  accounts  of  the  customers  you  are  expected  to 
call  on,  and  the  amount  of  credit  the  house  is  willing  to  give  them. 

Before  calling  upon  new  customers,  it  is  well  to  make  inquiries 
into  their  reputation  for  paying  their  bills  and  the  present  state  of 
their  finances,  whether  they  have  money  in  the  bank  or  other  available 
property,  etc.,  or  you  may  find  after  you  have  put  in  your  time 
making  the  sale  that  the  house  refuses  to  accept  the  order.  This 
would  completely  shut  you  off  from  any  future  business  with  the 
customer  when  he  might  be  in  better  standing  and  willing  to  give 
you  an  order.  It  is  as  much -the  salesman's  business  to  maintain 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  223 


harmony  and  pleasant  relations  between  himself,  the  house,  and  the 
customer,  as  it  is  to  sell  goods. 

ADVICE  TO  BEGINNERS 

As  the  house  salesman  in  the  wholesale  portion,  or  the  depart- 
ment head  or  clerk  in  the  retail  store,  our  new  road  salesman  may 
have  had  confidence  in  himself,  his  firm  and  his  merchandise.  His 
has  been  the  easy  part  of  the  game.  Heretofore  all  persons  with 
whom  he  has  in  past  days  done  business  have  sought  him  out — 
first,  because  they  wanted  to  buy;  second,  because  they  wanted  him 
to  wait  upon  them  or  because  he  was  assigned  to.  Now  the  situation 
is  reversed.  The  shoe  is  on  the  other  foot.  You  now  go  out  to  make 
a  buyer  out  of  one  (retail  merchant)  whom,  when  he  is  on  his  own 
estate,  is  above  all  things  else  a  seller.  Your  aim  is  to  instill  into  the 
storekeepers  you  visit  a  desire  for  the  wares  you  represent.  Three- 
fourths  of  all  the  merchants  you  meet  will  tell  you  they  have  all  the 
merchandise  they  want  for  the  next  six  months;  half  of  the  other 
quarter  will  endeavor  to  convey  to  you  the  idea  that  they  can  see 
no  merit  in  either  your  house  or  your  wares;  the  remaining  one- 
eighth  will  be  the  nucleus  around  which  you  are  to  draw  a  successful 
business. 

If  ever  a  man  needed  confidence  and  courage  'tis  the  new  be- 
ginner on  the  road.  Thoroughly  know  your  line,  and  you  will  find 
yourself  more  amused  than  dismayed  by  some  of  the  attacks  that 
will  be  made  upon  your  merchandise.  Remember,  knowledge  on 
any  subject  is  power,  and  knowledge  pleasantly  and  firmly  imparted 
will  always  command  respect.  Therefore  the  need  becomes  apparent 
of  having  at  your  tongue's  end  all  details  and  points  of  merit  your 
wares  possess. 

The  first  act  of  a  new  salesman  should  be  a  thorough  and  complete 
acquaintance  with  the  territory  he  is  to  make,  learning  it  as  we  did 
our  geography  and  history  in  early  school  days.  Make  yourself 
familiar  with  every  town  on  your  line  and  the  standing  of  every 
merchant  in  each  town.  Do  not  trust  too  much  to  memory,  for 
she  is  a  treacherous  jade  and  plays  many  false  cards.  Have  your 
vest-pocket  memo-book;  record  everything  you  wish  to  remember. 


224  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Have  your  route  laid  out  to  the  best  possible  advantage;  avoid 
night  work  as  much  as  possible;  endeavor  to  be  punctual  in  the  making 
of  your  trip,  advising  desirable  customers  and  merchants  by  personal 
letter  of  your  coming;  use  all  the  advertising  facilities  of  your  house 
and  the  energies  of  its  correspondence  department  to  help  you  build 
up  your  trade;  develop  and  demonstrate  a  system  concise  and  com- 
plete in  bringing  yourself  and  your  house  before  the  trade  you  seek. 
Advertising  in  this  manner  brings  to  the  commercial  traveler  his 
returns  as  surely  as  does  the  newspaper's  space  to  the  retailer. 

In  making  your  first  appearance  do  not  fail  to  salute  and  open 
an  acquaintance  with  the  clerks  about  the  store.  In  saying  your 
farewells  and  extending  your  thanks  for  favors  shown,  be  sure  to 
include  them.  They  can  do  a  great  deal  to  add  or  detract  from  the 
success  of  your  year's  sales,  and  how  soon  one  of  them  who  is  filling 
a  minor  position  today  may  be  raised  to  a  greater  one  on  the  morrow, 
you  do  not  know;  and  to  the  traveling  man  who  remembers  them 
with  the  touch  of  the  glad  hand  on  his  periodical  rounds  will  these 
merchants  of  tomorrow  be  sure  to  extend  their  favors. 

Having  made  up  your  list  of  towns,  and  merchants  on  your  line, 
consult  with  your  credit  department  as  to  which  on  your  list  the 
house  has  sold  to  and  still  desires  to  sell  to;  get  the  names  of  those 
who  have  not  heretofore  been  among  their  customers,  but  are  desir- 
able as  such;  also  make  a  separate  list  including  the  names  of  those 
dealers  to  whom  your  house  does  not  want  to  sell,  adding  a  memo, 
stating  why. 

Your  next  search  for  information  should  take  you  to  the  stock 
man  or  department  manager.  Every  bit  of  knowledge  he  possesses 
you  should  seek  to  absorb.  If  he  is  of  the  right  stripe  he  can  do 
much  to  aid  you  in  balancing  your  line  of  samples,  which  you  should 
master  from  the  lowest  to  the  highest  grades.  If  a  grip  line,  your 
task  will  be  easier  than  that  of  the  man  with  many  trunks  full  of 
samples.  Whatever  you  have,  arrange  it  neatly  and  in  relative  order. 
Nothing  so  exasperates  an  experienced  merchant  as  to  have  a  sales- 
man waiting  upon  him  who  is  apparently  lost  when  asked  for  any 
special  thing  in  his  line. 

In  the  handling  of  samples,  both  on  the  road  and  in  the  house 
care  should  be  taken  to  avoid  too  much  deterioration  from  improper 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  225 


handling  or  packing.  The  goods  should  be  shown  in  as  nearly  the 
condition  in  which  they  are  to  be  delivered  as  it  is  possible  to  have 
them.  The  house  salesman  is  always  able  to  present  the  actual 
goods  to  his  customer,  whether  they  are  bulky  or  of  a  size  and  kind 
to  permit  sampling.  In  this  he  has  somewhat  of  an  advantage  as 
he  can  always  arrange  attractive  set  displays,  which  will  appeal  to 
the  prospective  customer. 

Be  a  clean,  courteous,  persistent  man.  You  are  now  in  the 
battling  game  of  commercial  life;  you  are  learning  to  estimate  human 
nature  and  men's  motives.  Your  deductions  will  not  always  be 
correct.  Do  not  let  this  worry  you  too  much — just  enough  to  avoid 
repeating  the  same  error.  Remember  that  many  of  the  greatest 
successes  are  won  only  after  a  series  of  failures  that  have  taught  the 
lessons  needed.  You  will  learn  what  the  world  calls  diplomacy  in 
the  battle  of  wits  and  wills  which  you  have  entered  upon.  You 
will  learn  to  feel  the  biting  sting  of  disappointment  thrust  deep  into 
your  fondest  hopes.  You  will  learn  from  facial  expression  to  read 
the  trend  of  men's  thoughts  upon  subjects  of  wares  under  discus- 
sion. 

All  this  will  not  be  acquired  in  a  day,  nor  all  be  learned  from 
winning  efforts.  The  losing  turns  will  give  you  an  education  in 
patience  and  persistence  that  will  be  of  incalculable  benefit. 

Do  not  be  in  too  much  of  a  hurry  to  get  over  your  trip.  There 
are  good  orders  run  away  from  every  day  by  salesmen  who  are  making 
time  records.  This  advice  does  not  mean  you  can  dawdle  away 
your  time;  you  must  make  every  working  hour  count,  and  the  days 
even  then  will  not  be  long  enough.  Salesmen  have  had  orders  curtailed 
and  lines  slighted  from  being  too  speedy  in  their  plans  of  traveling. 
We  all  make  mistakes;  the  old  gray-haired  veteran  salesman  who 
sat  beside  you  at  the  breakfast  table  has  made  many;  the  greatest 
of  all  is  proclaimed  by  the  fact  that  he  is  yet  on  the  road.  He  may 
still  be  a  success  as  far  as  selling  goods  goes,  but  he  has  failed  to  garner 
the  harvest  that  he  has  reaped  in  past  years.  You,  as  a  beginner, 
are  in  position  to  avoid  this  one  mistake  he  has  made,  if  you  use  your 
head-piece  as  you  should,  you  will  plan,  save,  get  off  and  away  from 
the  road  in  fifteen  years  at  the  most. 

Now,  grip  in  hand,  you  seek  your  first  customer.     If  you  find 


226  SALESMANSHIP:  THE  FOURTH  PROFESSION 


him  deeply  engaged  do  not  interrupt.  A  pleasant  "Good  morning"  is 
needful,  but  if  he  shows  no  inclination  to  enter  into  a  conversation, 
quietly  drop  out  and  call  upon  another  customer,  returning  as  speedily 
as  you  may  deem  expedient.  Should  he  be  engaged  with  another  sales- 
man, do  not  "butt  in."  It  betrays  a  lack  of  courtesy  that  condemns 
you  in  the  eyes  of  at  least  two  men — your  associate  in  trade  and 
yoijr  prospective  customer.  The  butting-in  habit  often  seen  among 
traveling  men  cannot  be  too  strongly  condemned.  Many  a  sale  that 
has  been  worked  up  almost  to  the  clinching  point  by  a  careful  and 
patient  toiler  has  been  ruined  by  the  butting-in  of  an  impertinent 
traveling  man.  True,  there  are  cases  wherein  a  man  may  courteously 
ask  the  granting  of  a  few  moments  of  a  fellow  associate's  lawful  time, 
but  should  it  be  denied  by  his  fellow  traveler,  he  must  await  a  more 
favorable  opportunity. 

The  traveling  salesman,  in  the  performance  of  his  duties,  meets 
with  many  problems  that  are  peculiar  to  his  work  and  their  correct 
solution  depends,  in  many  instances,  entirely  upon  himself.  He 
cannot  always  obtain  the  advice  of  his  house  to  assist  him  in  reach- 
ing a  decision  as  to  the  action  he  should  take.  It  is  therefore  essen- 
tial that  he  should  be  fully  informed  as  to  the  "policy"  of  the  house 
in  its  treatment  of  similar  cases  and  in  the  general  conduct  of  its 
business,  so  that  when  he  is  called  upon  for  a  decision  he  will  be  able 
to  take  into  consideration  every  factor  bearing  on  the  case. 

POINTERS 

It  is  always  well  to  tell  the  buyer  that  you  have  the  best  article 
on  the  market  in  your  line,  and  to  make  this  point  strong,  you  must 
believe  it  yourself.  A  man  can  always  talk  more  convincingly  upon 
whatever  he  believes  in.  The  first  time  you  approach  him  you  may 
not  be  able  to  convince  the  buyer  who  has  been  using  other  lines, 
but  if  you  will  use  tact,  judgment,  and  perseverance  you  may  ulti- 
mately make  him  a  customer. 

Never  argue  with  a  customer  on  religion  or  politics.  Argument 
rarely  changes  any  man's  opinion,  and  is  a  great  waste  of  time  and 
energy. 

In  trying  to  get  a  man  to  change  from  another  house  to  yours 
you  must  be  careful  not  to  say  anything  against  your  competitor 


PEACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  227 


or  his  goods.  This  is  strictly  a  losing  move.  Always  say  a  good 
word  for  the  other  fellow  while  you  are  talking  up  your  line.  You 
will  find  that  this  will  please  your  prospective  customer  for  the  reason 
that  your  competitor  may  have  been  and  still  is,  his  friend.  The  day  for 
"knocking"  the  other  salesman's  goods  and  his  way  of  doing  business 
has  passed  away,  and  a  spirit  of  helpfulness  is  rapidly  taking  the 
place  of  that  practice. 

Do  not  misrepresent  your  goods  nor  make  promises  you  cannot 
fulfill.  Tell  your  customer  the  facts,  and  do  not  get  it  into  your 
head  that  your  country  buyer  does  not  know  anything.  You  may 
be  successful  in  fooling  him  once,  but  your  competitor  is  watching 
you  and  will  be  certain  to  fix  him  so  that  you  cannot  repeat  it.  You 
know  yourself  how  you  feel  when  you  have  bought  anything  and 
found  that  it  was  not  as  the  salesman  represented  it.  You  feel 
aggrieved  and  will  tell  your  friends  how  you  have  been  treated. 

The  golden  rule,  "Do  unto  others  as  you  would  have  them  do 
unto  you,"  is  a  good  one  to  keep  in  mind.  If  you  do  this  you  will 
build  up  a  reputation  as  a  square  man  and  will  be  certain  to  succeed. 
Do  not  expect  to  jump  into  success  in  a  month  or  a  year.  You  must 
build  yourself  as  well  as  your  trade;  and  remember,  you  are  only 
one  of  the  many  traveling  salemen,  all  striving  for  success. 

Do  not  fail  to  consider  the  advantages  you  can  bring  to  your 
particular  institution  by  meeting  the  trade  in  the  right  manner. 
Here  more  than  anywhere  else  is  required  tact,  courtesy,  energy  and  an 
accommodating  spirit.  Your  dealings  are  with  many  classes  of 
people,  each  of  which  may  require  the  application  of  different  meth- 
ods. The  more  tactful  a  salesman  can  be  in  this  direction  the  better 
results  he  will  get. 

When  your  best  efforts  to  effect  a  sale  result  in  failure,  do  not  be 
dismayed.  Express  your  pleasure  in  having  been  assigned  to  this 
trip;  tell  him  your  next  visit  will  occur  at  a  certain  date  and  then 
leave.  Always  aim  to  make  a  good  "get-away;"  it  is  a  great  point 
scored  to  leave  a  good  impression.  This  getting  away  gracefully 
and  effectively  can  be  studied  as  an  art.  Any  effort  to  elaborate 
on  the  method  would  be  to  enter  a  field  of  discussion  which  would 
be  confusing  to  the  amateur;  suffice  to  say  that  your  greeting  if  cor- 


228  SALESMANSHIP:  THE  FOURTH  PROFESSION 


dial  and  apparently  agreeable,  is  sufficient  reason  why  you  should 
not  (to  use  the  old  homily  of  expression)  "wear  your  welcome  out." 

Never  detain  a  man  with  a  long-winded  discussion  or  story  when 
you  see  he  is  impatient  to  get  a  start  for  somewhere  else.  Never 
prolong  a  pleasant  and  mutually  agreeable  discussion  a  moment 
after  conversation  begins  to  drag.  Be  a  good  listener  and  do  not  try 
to  hold  the  big  end  of  the  conversation  at  all  times,  as  you  may  be 
fond  of  doing.  Remember  the  rest  of  mankind  have  their  peculiar- 
ities. Observe,  read,  think  and  learn,  and  in  time  the  full  meaning 
of  a  good  "get-away"  will  become  to  you  an  apparent  necessity  and 
an  easy  task. 

On  your  second  trip,  again  call  on  this  man,  who  did  not  buy 
of  you  on  your  first;  see  him  on  your  third  and  on  all  following  ones. 
If  he  is  a  customer  of  your  competitor,  enlist  the  aid  of  your  house 
buyer  in  hunting  up  some  special  article  or  things  to  attract  him. 
If  he  is  a  bargain  hunter,  your  house  buyer  can  find  something  that 
will  interest  him.  Should  he  be  one  who  is  making  a  stand  of  high- 
grade  goods,  get  your  best  regular  lines  to  the  front.  In  case  he 
should  be  prejudiced  against  your  house,  endeavor  in  a  tactful  way 
to  overcome  this  feeling.  Maintain  a  spirit  of  genial  good  nature 
and  seek  to  establish  one  of  fellowship.  Do  not  take  the  first  "no" 
for  a  finality;  time  alone  can  teach  you  how,  by  gentle  persistence, 
you  can  in  many  cases  override  and  overcome  a  patron's  objections, 
when  they  are  not  deep-seated  or  of  serious  nature.  Time  alone 
can  help  you  to  solve  many  of  the  dispositions  you  regularly  come  in 
contact  with. 

Do  not  contend  or  quarrel  with  a  possible  customer  on  any 
"sore  point."  Apply  the  healing  salve  gently  and  pleasantly,  if 
possible.  You  have  your  own  opinions  and  if  you  are  right,  retain 
them;  but  it  does  not  follow  that  you  need  always  express  them.  It 
does  not  pay.  Speak  well  of  your  competitors.  If  you  cannot  do 
it,  do  not  say  anything,  especially  to  strangers.  The  man  you  dis- 
like and  talk  about  the  most  may  stand  best  with  the  man  to  whom 
you  are  talking  and  to  whom  you  are  anxious  to  sell.  A  veritable 
cad  would  be  the  man  who  would  assume,  himself,  the  ability  to 
outline  for  you  a  chart  for  the  government  of  all  your  actions  towards 
your  competitors.  Policy  and  common  sense  demand  that  you  be 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  229 


on  genial  terms  with  them.  All  the  canons  of  business  demand  that 
you  allow  them  to  know  as  little  about  your  affairs  as  possible,  and 
acquire  and  conceal  all  that  you  honorably  can  as  to  theirs.  Be  no 
boaster  among  your  fellow  traveling  men;  if  you  are  a  success  as  a 
salesman,  your  competitor  will  find  it  out  first,  and  your  retainment 
by  the  house  which  owns  your  services  will  make  it  apparent  to  the 
balance  of  the  world  wherein  you  move. 

When  you  find  that  you  cannot  sell  to  a  man  do  not  get  dis- 
couraged. Remember  that  you  cannot  sell  to  everybody,  even  if 
you  have  the  better  goods  and  the  lowest  price.  The  explanation 
of  that  statement  is  this:  in  your  line  of  trade  there  are  just  as  good 
men  as  you,  and  the  houses  they  represent  are  trying  to  excel  just 
as  much  as  yours  is.  These  men  have  their  friends  who  are  going 
to  stay  with  them,  just  as  you  have  yours.  Occasionally  you  may 
lose  an  old  customer  to  your  competitor.  When  you  do,  do  not  feel 
badly  over  it,  but  remember  that  he  has  lost  some  to  you,  and  that 
turn  about  is  fair  play. 

Study  your  failures  more  carefully  than  you  do  your  successes. 
Never  allow  the  failure  to  effect  a  sale,  cause  you  to  throw  up  your 
hands  and  hunt  the  hotel  lobby  for  a  soft  seat,  or  the  bar  for  courage 
or  consolation.  You  will  make  many  a  town  wherein  you  will  effect 
no  sale,  but  persistency  in  making  those  towns,  tact  and  unfailing 
courtesy  will  ultimately  land  your  man. 

Never  abuse  a  confidence  reposed  in  you  by  your  trade;  let 
every  promise  made  to  it  be  as  your  bond. 

Make  yourself  indispensable  to  your  firm  and  to  your  customers. 
Try  to  merit  the  confidence  of  both.  Study  the  scientific  side  of 
your  work  and  keep  up  with  all  the  advances  in  the  art  of  Salesman- 
ship. 

Your  integrity  must  be  of  the  highest  grade,  so  that  the  employer 
may  know  that  there  will  be  no  waste  of  time,  no  juggling  of  his 
finances  through  dishonesty  in  expense  accounts. 

To  sum  up:  The  young  man  who  hopes  to  succeed  must  hold 
to  the  old  and  tried  principles  that  have  proved  a  safe  guide  since  the 
days  of  our  earliest  civilization:  faithful,  hard,  energetic  work; 
clean  living  as  to  morals,  plain  living  as  to  diet,  the  observance  of 


230  SALESMANSHIP:  THE  FOURTH  PROFESSION 


honesty  and  integrity  in  all  work  and  business  transactions.  Add 
to  these  principles  the  exercise  of  all  the  good  old-fashioned  common 
sense  you  possess. 

The  day  you  are  entrusted  with  a  sample  case  for  the  first  time, 
that  day  you  stand  face  to  face  with  a  great  opportunity,  and  we 
hope  you  have  confidence  enough  in  yourself  to  bank  on  your  own 
ability.  If  you  have  not  this  confidence,  we  urge  you  to  review 
stamina  and  optimism,  for  these  qualities  are  certainly  weak.  If 
you  would  build  up  a  lasting  trade,  sell  honest  goods  only,  and  re- 
member that  no  matter  how  honest  the  goods,  they  will  not  be  dis- 
posed of  by  merely  presenting  them. 

"Nothing  so  cements  and  holds  together  all  the  parts  of  a 
society  as  faith  or  credit."  — Cicero 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  231 


QUESTIONS 

1.  What  is  the  salesman  asked  to  keep  in  mind  when  applying  for 

a  position? 

2.  What  is  the  first  requisite  for  attracting  attention  in  a  sale  of 

services  by  correspondence? 

3.  State  the  advantages  of  securing  an  appointment  for  a  personal 

interview. 

4.  What  points  should  the  salesman  consider  in  the  selection  of  a 

house  to  work  for? 

5.  State  the  points  that  should  be  covered  by  references  and  what 

they  should  definitely  confirm. 

6.  What  should  the  salesman  ascertain  before  asking  a  friend  or 

business  man  to  allow  his  name  to  be  used  as  reference? 

7.  Give  an  explanation  of  a  contract  and  what  a  person  should  do 

before  and  after  signing  it. 

8.  What  kind  of  men  is  the  manager  of  a  wholesale  house  looking 

for? 

9.  What  traits  of  character  are  included  in  the  meaning  of  the 

word  honest? 

10.  Why  should  all  mistakes  made  by  the  salesman  be  reported  at 

once? 

11.  State  the   advantage   of  beginning   as  office   boy   or  shipping 

clerk. 

12.  State  what  is  absolutely  necessary  on  the  part  of  the  salesman 

to  insure  his  advancement. 

13.  Explain  the  effect  of  a  good  strong  personality  in  the  salesman 

as  a  representative  of  the  house. 

14.  Give  an  outline  of  the  three  important  steps  to  be  taken  before 

the  new  salesman  is  ready  for  the  road. 

15.  How  should  samples  be  packed  and  handled? 

16.  How  should  the  salesman  conduct  himself  towards  the  merchant, 

when  his  best  efforts  fail  to  effect  a  sale? 

17.  What  is  said  about  prolonging  a  conversation  and  telling  stories? 

18.  Should  you  fail  to  sell  a  possible  customer  on  your  first  trip, 

what  course  are  you  advised  to  pursue  on  your  subsequent 
trips? 

19.  What  is  said  about  maintaining  inviolate  the  confidence  of  the 

trade? 


232  SALESMANSHIP:  THE  FOURTH  PROFESSION 


20.     Why  should  one  study  his  failures  more  carefully  than  he  does 
his  successes? 

Written  Exercises  for  this  lesson. 

Make  application  by  correspondence,  to  the  firm  of  McDonald 

Bros.,  Wholesale  Crockery  and  Glassware,  Minneapolis,  Minn.,  for 

the  position  of  traveling  salesman,   in  answer  to  their  newspaper 
advertisement,  "Road  Salesman  Wanted." 

Give  a  synopsis  of  "The  relation  of  salesman  and  credit  man." 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  233 

NOTES 


234  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  235 

NOTES 


236  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  XVI 


LOST  SALES 
Their  Causes  and  Remedy 

A  salesman  is  not  expected  to  get  the  order  from  everyone  on 
whom  he  calls,  because  conditions  are  frequently  such  that  it  is  not 
his  fault,  but  may  be  attributed  to  some  condition  over  which  he 
has  no  control.  It  is  to  help  those  who  let  sales  slip  through  their 
fingers  without  scarcely  knowing  why,  that  this  lesson  is  introduced. 

To  find  the  causes  of  lost  sales  and  to  enable  one  to  find  ways 
of  overcoming  the  causes  it  is  necessary  to  make  a  careful  analysis 
of  the  factors  entering  a  sale,  the  salesman,  the  article,  the  customer. 

Too  much  stress  cannot  be  placed  on  the  value  of  the  looking 
backward  process,  and  the  man  who  does  it  most  frequently,  most 
earnestly,  and  most  thoroughly,  and  follows  it  with  constant  effort 
to  strengthen  weak  places,  which  he  discovers,  will  make  the  greatest 
growth  and  advancement. 

We  have  all  seen  salesmen  of  apparently  the  same  qualifications 
go  into  the  world  of  selling  and  have  marveled  at  the  different  results 
they  produce.  Some  seem  to  make  little  progress,  while  others 
advance  rapidly,  and  we  are  prompted  to  ask  why  this  is.  We  usually 
find  that  the  former  has  gotten  into  some  kind  of  a  rut  of  progression, 
while  the  other  is  wide-awake,  makes  thorough  inquiries  into  any 
failure  he  makes,  and  puts  forth  constant  effort  to  improve  himself. 
In  this  manner  he  becomes  valuable  to  his  firm,  is  liked  in  his  territory 
and  is  a  Successful  Salesman. 

Service  in  business  has  become  a  law  and  the  greater  service 
that  you  can  render  your  customer  the  higher  will  be  his  regard  for 
you,  and  the  more  liable  you  are  to  secure  his  permanent  business. 
Study  your  man,  his  life,  his  ambition,  his  desires,  his  troubles,  his 


238  SALESMANSHIP:  THE  FOURTH  PROFESSION 


business,  and  then  with  all  your  might  enter  into  the  condition  with 
a  view  of  doing  the  best  for  him  and  for  your  firm  and  if  there  is  an 
order  to  get,  you  will  get  it.  Practice  patience,  and  self  control, 
because  the  business  you  do  not  get  today  you  may  get  tomorrow; 
cultivate  endurance  and  avoid  dissipation  because  it  is  necessary 
to  keep  up  your  vitality  and  mentality  to  the  highest  pitch  to  be 
able  to  lead  the  men,  on  whom  you  call,  instead  of  being  led  by  them. 

In  arranging  the  outline  for  analysis  of  the  lost  sale,  we  will 
follow  the  law  of  sale;  attention,  confidence,  desire,  in  their  several 
relations  to  the  factors  in  the  sale. 

We  do  not  claim  that  the  points  given  will  in  any  sense  cover 
all  those  that  could  be  raised  in  connection  with  the  various  phases 
treated,  but  they  will  serve  to  open  up  a  line  of  thought  so  that  other 
points  may  be  brought  out  and  analyzed. 

SALESMAN 

I  failed  to  meet  my  appointment. 

You  will  find  busy  men  very  strict  on  this  point,  and  many  good 
sales  have  been  lost  by  good  salesmen  because  they  failed  to  keep 
an  appointment.  The  buyer  acts  on  this  ground — that  if  you  are 
unbusinesslike  in  keeping  an  engagement  before  getting  his  business 
you  will  be  even  more  lax  after  getting  it.  He  wants  to  do  business 
with  business  men. 

I  did  not  get  a  definite  idea  of  my  prospect's  business  methods 
by  sizing  up  his  place  of  business. 

It  is  generally  found  that  when  the  exterior  of  a  man's  business 
place  is  neat  and  well  cared  for  the  man  himself  is  a  wide-awake 
progressive  business  man  and  must  be  met  accordingly.  If  the 
exterior  is  in  bad  condition,  having  dull  signs,  ragged  awnings,  bad 
displays  in  window,  etc.,  the  proprietor  is  slipshod  and  careless,  as 
well  as  unprogressive,  and  must  be  handled  differently  from  other 
men.  If  the  store  is  clean  and  stocked  with  good  staple  articles, 
well  displayed,  and  if  the  clerks  are  bright,  courteous  people,  you 
know  that  you  will  meet  an  up-to-date  business  man.  Poorly  kept 
stock,  easy  going  clerks,  careless  methods  all  speak  loudly  of  the 
business  drone  or  man  out  of  his  place. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  239 


The  same  methods  of  sizing  up  a  store  apply  to  an  office,  for 
a  man's  environment  is  usually  an  expression  of  himself,  and  too 
much  care  can  scarcely  be  exercised  in  observing  these  things  in  the 
early  part  of  the  approach. 

I  had  a  tendency  to  be  loud  and  blustering  when  I  came  in  the 
door. 

This  always  annoys  the  prospect  and  causes  the  clerks  if  any  are 
there,  to  unduly  notice  you  and  make  remarks  about  you.  Be  full 
of  ginger  and  business-like,  but  not  stormy. 

My  actions  were  not  business-like  and  they  caused  my  prospect 
to  not  care  to  see  me. 

The  prospect  sizes  you  up  just  as  soon,  and  often  sooner,  than  you 
do  him.  If  he  thinks  you  are  not  a  good  business  man,  he  frequently 
does  not  care  to  see  you. 

I  became  too  friendly  with  the  clerks,  which  caused  suspicion 
on  the  part  of  the  proprietor. 

Many  merchants  do  not  want  a  salesman  to  visit  with  their  clerks 
and  until  you  know  something  of  his  policy  regarding  this  custom, 
you  had  better  exercise  great  caution  or  the  merchant  may  think 
you  are  trying  to  influence  them  in  favor  of  your  goods,  or  that  you 
will  get  information  from  them  that  he  does  not  want  you  to  have. 

I  improperly  sized  up  my  prospect  before  I  approached  him. 

This  is  extremely  important.  Before  you  have  met  your  man, 
you  must  be  able  to  read  him  so  as  to  know  what  kind  of  talk  will 
be  most  effective.  If  you  fail  in  this,  you  will  probably  not  go  beyond 
the  first  step  in  the  law  of  sale. 

I  did  not  observe  that  my  prospect  was  busy. 

Do  not  disturb  your  prospect  if  he  is  engaged  on  something 
on  which  he  has  his  attention  fixed.  He  won't  give  his  whole  time  to 
you  if  he  is  interested  in  his  own  affairs  at  that  time. 

I  disregarded  my  prospects  mood. 

Many  men  are  moody  and  must  be  handled  according  to  their 
moods.  It  often  occurs  that  a  sale  is  lost  because  the  salesman 


240  SALESMANSHIP:  THE  FOURTH  PROFESSION 


"rubbed  the  prospect  the  wrong  way."     He  did  not  study  the  man's 
mood  and  adapt  himself  to  it. 

I  did  not  have  mastery  of  myself  ready  for  any  emergency. 

This  is  always  necessary.  You  never  know  just  what  sort  of  a 
reception  you  may  get  and  it  is  well  to  be  in  perfect  control  of  yourself 
to  meet  any  sort  of  treatment. 

Note.  During  the  first  part  of  the  approach  a  sale  is  either 
made  or  lost  by  the  manner  in  which  the  salesman  sees  the  situa- 
tion. This  preliminary  observation  and  preparation  for  a  battle 
must  be  speedy,  accurate,  complete  and  silent.  The  greater  obser- 
vation you  can  develop,  the  greater  will  be  your  faculty  to  "see 
things."  We  frequently  look  at  an  article  in  passing,  but  only  me- 
chanically, and  there  is  little  or  no  mental  impression  on  memory. 

I  did  not  understand  my  prospect. 

You  can  make  very  little  progress  unless  you  are  a  careful  student 
of  human  nature  and  thoroughly  understand  your  prospect.  Without 
such  knowledge  you  will  say  and  do  things  distasteful  to  him  and  lose 
the  chance  of  going  farther  with  your  proposition. 

I  showed  timidity. 

This  puts  you  on  the  defensive  at  once.  The  prospect  quickly 
recognizes  your  fear  and  often  uses  the  situation  as  his  guard.  He 
"gets  you  going"  and  you  are  the  loser.  Have  nerve,  for  you  are 
better  acquainted  with  your  line  than  he  is,  and  he  won't  hurt  you 
if  it  comes  to  the  worst. 

I  tried  to  be  too  friendly  with  my  prospect. 

This  never  pays.  Study  your  man  and  only  advance  as  far  as 
his  make-up  will  permit.  Some  men  will  let  you  get  much  closer 
to  them  socially  than  others.  Most  shrewd  buyers  keep  the  salesman 
aloof  and  never  accept  courtesies  from  him.  Go  as  far  as  you  can, 
but  know  when  to  stop. 

I  talked  too  much. 

This  is  a  common  weakness  and  must  be  avoided.  Some  of  the 
best  salesmen  have  developed  a  strong  personality  and  by  it  are  able 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  241 


to  make  the  prospect  do  the  talking.    This  is  a  good  plan  if  you  can 
use  it. 

I  rambled  in  my  talk. 

Stick  to  your  subject.  If  it  becomes  necessary  to  temporarily 
depart  from  it  to  something  else  in  order  to  regain  the  interest  of 
your  man  or  to  get  a  new  point  of  attack,  do  so,  but  get  back  to 
your  subject  as  quickly  as  you  can.  It  saves  time  and  talk  and  helps 
make  you  a  strong  business  man. 

I  did  not  get  at  my  subject  properly. 

Have  a  definite  policy  of  presenting  your  subject.  You  will 
have  to  vary  your  talk  and  the  methods  of  presentation  to  conform 
to  local  conditions,  but  you  can  still  cling  to  a  method  of  procedure 
that  you  have  found  to  be  of  power  in  selling. 

I  talked  too  rapidly. 

While  you  may  know  your  subject  thoroughly  it  may  be  new  to 
your  prospect  and  he  cannot  follow  rapid  talk  and  absorb  the  valuable 
points  you  are  giving  him.  Talk  deliberately,  naturally,  plainly  and 
with  force  that  convinces. 

I  used  large  words  and  terms  that  my  prospect  did  not  under- 
stand. 

In  most  cases  he  will  not  acknowledge  that  he  does  not  under- 
stand you,  for  he  may  think  it  would  be  an  admission  of  ignorance. 
However,  you  can  tell  by  his  expression  whether  he  is  following  you 
or  not,  and  if  he  is  not,  do  not  go  on  farther  until  he  does.  No  use  to 
talk  more  until  your  man  is  familiar  with  the  thoughts  you  have 
given  him.  Clear  each  point  as  you  go  along,  and  remember  that 
the  points  your  prospect  asks  questions  about  are  the  ones  he  is 
interested  in. 

I  tried  to  flatter  my  prospect. 

This  is  seldom  a  good  plan.  The  average  buyer  you  have  to 
meet  is  a  hard-headed  business  man  and  will  not  tolerate  flattery. 
There  are  a  few  men  who  really  like  to  be  flattered,  but  be  sure  of 
your  man  before  you  try  it. 


242  SALESMANSHIP:  THE  FOURTH  PROFESSION 


I  did  not  look  into  my  prospect's  eyes. 

Always  look  a  man  squarely  in  the  eye.  A  firm,  clear-cut  look 
helps  wonderfully  in  winning  confidence  and  interest.  This  cannot 
be  emphasized  too  strongly.  A  salesman  who  cannot  clearly  look 
into  the  eyes  of  his  prospect  and  hold  them  there  as  long  as  necessary 
lacks  one  of  his  most  powerful  means  of  winning  the  game. 

My  mannerisms  were  distasteful  to  my  prospect. 

This  is  frequently  the  cause  of  the  fall  of  a  salesman.  Cultivate 
a  pleasing  and  gentlemanly  manner  and  do  not  act  the  sport  or  fop. 
All  business  men  like  to  do  business  with  salesmen  who  are  full  of 
life  and  at  all  times  agreeable. 

My  personal  appearance  annoyed  the  prospect. 

Dress  as  well  as  you  can  afford,  but  plainly.  Avoid  loud  or 
flashy  features,  as  they  distract  the  buyer's  attention  from  your 
proposition  and  cause  him  to  think  ill  of  you. 

I  made  mis-statements  to  my  prospect. 

No  man  wants  to  do  business  with  a  salesman  who  is  not  truthful. 
If  you  are  driven  into  tight  places  there  are  ways  of  getting  out 
without  lying,  be  tactful,  but  honest. 

I  was  too  brazen  and  forward. 

There  are  plenty  of  ways  to  push  in  and  save  time  without  acting 
the  boor  about  it.  Too  much  "brass"  or  "gall"  will  cause  a  dis- 
interestedness quickly  and  be  the  cause  of  many  lost  sales. 

I  became  too  intimate  while  talking  and  placed  my  hands  on 
my  prospect. 

Few  men  will  stand  for  this.  If  you  have  been  successful  in 
getting  some  interest  aroused  and  then  get  intimate,  you  run  a  big 
chance  of  losing  all  you  have  gained,  and  more.  Be  courteous,  but 
not  intimate  without  having  grounds  for  doing  so. 

I  tried  the  confidential  plan. 

Life  is  too  short  to  try  this  old  method  of  salesmanship. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  243 


I  sat  on  the  edge  of  my  prospect's  desk. 

Some  men  do  not  want  a  salesman  to  come  into  their  place  of 
business  and  take  liberties.  The  salesman  who  is  so  lacking  in  diplo- 
macy as  to  do  this  is  sure  of  destroying  any  interests  the  man  may  have. 
Get  as  close  as  is  reasonable  and  decent,  however,  in  order  to  give 
the  prospect  the  full  force  of  your  personality  and  positive  magnetic 
force. 

I  repeated  statements  and  it  wearied  my  prospect. 

Repetition  is  sometimes  necessary  and  of  great  value,  -but  to 
do  so  frequently  only  shows  a  lack  of  training  and  an  indefinite 
plan  of  presentation.  It  also  frequently  indicates  a  loss  of  self- 
control. 

I  did  not  reach  the  point  of  contact  with  my  customer. 

Every  man  has  a  responsive  side  to  his  make-up,  and  it  should 
be  the  object  of  every  salesman  to  find  this  early  in  the  approach. 
If  you  have  reached  the  point  of  contact  you  have  climbed  the 
greatest  barrier  you  have,  so  far  as  the  man  himself  is  concerned. 
If  you  fail  to  reach  this  point  of  contact,  don't  blame  the  man,  for 
he  has  it,  but  blame  yourself  for  not  having  a  sufficiently  broad 
knowledge  of  human  nature  to  discover  the  prospect's  vulnerable 
point.  Find  the  thing  that  he  rides  as  his  hobby,  and  ride  with  him 
until  he  has  shown  his  pleasure  at  your  interest  in  his  likes  and  then 
gradually  bring  him  to  your  subject,  but  not  abruptly. 

I  did  not  see  the  critical  moment  to'  display  my  goods. 

There  is  a  critical  time  to  do  this,  and  it  is  not  well  to  show  them 
if  you  have  not  received  a  favorable  opportunity. 

I  was  not  well  posted  about  my  subject. 

If  you  are  not  equal  to  all  emergencies  the  prospect  may  soon 
find  weak  spots  in  your  plan  of  action,  lose  confidence  in  you  and 
then  his  interest  is  not  obtainable.  Be  full  of  your  subject  so  that 
your  very  actions  and  spirit  arouse  his  interest. 

My  demonstration  was  weak. 

No  matter  what  you  are  selling,  if  you  have  gotten  attention 
and  are  up  to  a  demonstration  or  explanation  of  your  line,  you  must 


244  SALESMANSHIP:  THE  FOURTH  PROFESSION 

be  able  to  do  it  in  a  logical,  forceful,  convincing  manner  to  get  interest. 
My  demonstration  was  not  clear. 

How  can  you  expect  a  man  to  become  interested  in  something 
that  he  does  not  understand?  It  is  contrary  to  nature.  Be  clear 
and  sufficiently  deliberate  that  any  one  may  follow  you  and  under- 
stand. 

My  demonstration  was  not  well  connected. 

This  will  disconcert  a  prospect  and  tend  to  keep  down  his  interest. 

I  did  not  bring  out  the  strong  selling  point  of  my  proposition. 

This  is  more  apt  to  occur  to  a  new  man  than  to  an  old  experienced 
salesman.  After  you  have  been  in  the  selling  work  for  only  a  com- 
paratively short  time,  you  will  gain  a  self  control  and  a  confidence 
that  make  it  possible  to  think  logically  of  your  subject,  and  not  of 
yourself  and  how  you  are  acting  or  what  you  are  saying. 

I  was  awkward  in  my  presentation. 

This  is  overcome  readily  by  experience.  Until  it  is  overcome, 
however,  it  will  be  a  handicap  to  your  progress. 

I  was  overanxious  and  did  not  go  into  my  proposition  thoroughly. 

This  is  usually  done  by  new  men  or  those  who  do  not  have  a 
complete  mastery  of  self.  Get  hold  of  yourself  and  do  not  let  any 
points  get  by  without  having  your  prospect  thoroughly  understand, 
and  then  he  will  be  interested.  Remember  that  the  old  adage,  "Haste 
makes  waste"  is  as  true  in  Salesmanship  as  in  any  other  line  of  work. 

In  answering  objections  1  was  combative. 

This  seldom  pays.  You  must  fight  your  case,  of  course,  but  you 
can  do  so  without  being  combative  and  "rubbing  the  buyer  the  wrong 
way."  If  you  get  the  ill-will  of  the  prospect  it  may  be  years  before 
you  can  again  bring  him  to  the  point  of  being  interested  in  your 
article. 

I  had  a  set  speech  and  when  it  was  spoken  I  was  weak  in  argu- 
ments. 

Be  original  and  resourceful.    If  your  house  demands  a  set  speech 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  245 


(very  few  do)  then  so  master  it  that  it  is  a  part  of  yourself.  Work 
your  talk  up  so  it  is  smooth  and  always  have  reserve  arguments  in 
store  for  emergency. 

I  was  not  enthusiastic  about  my  proposition. 

How  can  you  expect  to  enthuse  others  to  become  interested  in 
what  you  have  to  sell  if  you  are  not  beaming  with  enthusiasm  and 
are  not  filled  with  your  subject? 

I  did  not  follow  my  strong  points  when  I  had  my  prospect  interested. 

Such  a  condition  is  bad  and  you  alone  are  to  blame  if  you  lose. 
When  you  see  that  a  certain  line  of  talk  is  creating  interest,  follow  it 
up  with  renewed  determination  and  force  and  enthusiasm  to  ripen 
the  interest  into  desire.  This  step  is  a  comparatively  simple  matter 
for  the  wide-awake  diplomatic  salesman. 

I  exaggerated  and  otherwise  misrepresented. 

Never  do  this.  It  does  not  pay.  No  one  desires  to  buy  of  a 
hot-air  salesman  and  most  buyers  are  shrewd  enough  to  see  through 
false  statements.  Even  if  they  can't,  the  goods  will  tell  their  own 
story,  and  a  desire  for  future  orders  of  same  will  never  be  realized  if 
you  get  a  first  order  in  this  manner. 

I  failed  to  clinch  each  point  as  I  went  along. 

Unless  you  do  this,  there  will  be  many  chances  for  an  interest 
to  be  aroused  that  will  not  develop  into  a  desire  for  your  article. 
You  must  clinch  every  step  by  impressing  your  prospect  and  by 
admissions  from  him,  so  that  he  is  gradually  and  surely  being  led 
to  desire  the  article  or  propositions  you  are  presenting. 

I  did  not  carry  my  prospect  with  me  through  the  various  steps 
of  my  demonstration. 

Always  get  admissions  from  your  man  so  that  when  you  come  to 
closing  him  he  cannot  back  down. 

I  could  not  close  the  deal. 

This  occurs  when  you  have  a  specially  obstinate  case  or  when  you 
are  weak  in  arguments.  Be  full  of  stock  arguments  and  if  they  will 
not  get  the  order  be  resourceful  so  that  new  arguments  may  be  created 


246  SALESMANSHIP:  THE  FOURTH  PROFESSION 


on  the  spot  for  the  occasion.     Closing  a  sale  is  the  final  test  of  a 
salesman  and  is  a  strong  quality  to  be  developed. 

I  lacked  power  of  persuasion. 

This  faculty  is  very  valuable.  It  enables  you  to  overcome  final 
objections  and  bring  your  prospect's  mind  over  to  your  views  and 
gets  the  signed  order. 

I  did  not  practice  suggestion. 

Suggestion  is  subtle  and  powerful.  By  suggesting  features  in  a 
sale,  or  things  to  do,  or  plans  or  means  to  an  end,  the  prospect  rarely 
fails  to  make  some  response  to  your  effort.  Be  sure  the  suggestion 
is  positive  in  its  nature  and  leads  toward  the  final  step  in  the  sale. 

I  did  not  urge  my  prospect  to  sign  the  order. 

You  will  quite  often  find  types  of  men  who  have  to  be  urged 
to  sign.  They  are  in  a  mental  state  of  indecision  and  need  a  little 
force  to  push  them  over.  In  such  cases,  you  will  not  lose  by  urging 
the  order  onto  them  and  using  some  strategic  means  of  forcing  the 
signature.  There  is  a  strange  thing  about  this  sort  of  a  sale  in  that 
the  prospect  is  relieved  after  you  have  forced  him  to  sign,  and  he 
is  really  glad  of  it. 

I  was  weak  in  arguments. 

Never  go  out  for  game  unless  you  are  loaded  for  it.  Be  so  full 
of  talk  that  convinces,  decides,  persuades,  that  you  can  use  one  argu- 
ment after  another  to  storm  the  battlements  until  they  all  crumble 
down  as  your  trip  hammer  arguments  hit  them  broadside  like  heavy 
artillery  shells. 

I  failed  to  recognize  the  critical  moment  for  closing. 

This  has  cost  many  salesmen  an  order.  You  must  have  your 
pulse  on  the  situation  and  lead  your  man  so  that  you  can  feel  his  mind 
working.  When  he  is  at  the  psychological  moment,  clinch  him  and 
then  stop. 

I  begged  for  the  order. 

Don't  be  an  object  of  charity — sell  something.  There  is  a  vast 
difference  between  arguing  and  talking  for  a  sale,  and  begging  for 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  247 


it.  Whenever  you  begin  to  introduce  personal  reasons  for  wanting 
an  order  or  in  pleading  for  it,  you  are  putting  yourself  among  the 
commonplace  order-takers,  and  will  be  ostracized  by  real  salesmen 
who  gain  their  business  by  presenting  their  goods  in  such  a  forceful 
manner  that  the  prospect  wants  them  and  asks  for  them. 

I  did  not  practice  the  principles  of  salesmanship. 

Unless  you  do  this  you  are  not  a  salesman.  Your  growth  in 
power  and  your  value  to  your  firm  will  increase  in  proportion  as  you 
exercise  the  proper  methods. 

I  belittled  my  customer's  judgment. 

Seldom,  if  ever,  can  you  assail  the  judgment  of  your  buyer. 
He  thinks  he  is  right  and  if  you  do  not  think  so,  convince  him  without 
telling  him  outright. 

ARTICLE 

I  did  not  make  a  clear  or  complete  analysis  of  my  article. 

This  is  very  important.  The  analysis  of  your  article  when 
properly  made  to  your  prospect  will  help  to  create  a  desire  for  it  and 
resolve  to  buy  it.  Point  out  all  its  strong  features  on  construction, 
convenience,  durability,  desirability,  saleability,  economy,  and  all 
other  points  in  a  logical,  clear  and  convincing  manner,  so  that  your 
prospect  must  buy  it. 

My  prices  were  too  high. 

A  man  may  be  interested  in  your  line,  but  if  he  thinks  your 
prices  are  too  high,  it  will  destroy  a  desire  for  it.  All  you  can  do 
is  to  talk  quality,  service,  and  use  any  honest  strategic  means 
of  creating  his  desire  for  your  article. 

My  prospect  did  not  like  the  line  I  handled. 

Then  it  is  up  to  you  to  point  out  all  the  features  of  advantage 
or  superiority  to  make  him  like  them  and  want  them.  Warm  up  to 
him  and  your  purpose,  and  break  down  all  his  barriers. 

Too  new  on  the  market. 

You  will  frequently  find  that  a  new  article  will  not  sell  as  readily 


248  SALESMANSHIP:  THE  FOURTH  PROFESSION 


as  an  established  one,  and  it  is  quite  a  task  to  establish  a  desire 
for  it.  Talk  of  your  backing,  your  purpose,  your  reliability,  and 
good  qualities  of  product. 

My  line  was  too  high-grade. 

Sometimes  salesmen  carry  lines  that  are  so  high  classed  that 
they  only  appeal  to  the  best  classes  of  dealers.  No  use  trying  to  sell 
a  line  to  a  man  if  you  can  see  that  it  would  be  a  hard  pull  for  him  to 
dispose  of  them,  for  you  will  not  develop  your  territory  by  so  doing. 
What  you  want  is  repeat  orders. 

My  prospect's  trade  called  for  something  else. 

Many  dealers  much  prefer  to  handle  only  that  which  has  been 
advertised  and  made  popular  through  time  and  effort.  They  do  not 
wish  to  make  the  necessary  effort  to  create  a  demand  for  something 
new,  even  if  it  is  better  than  the  established  line. 

My  buyer  did  not  handle  my  articles. 

This  cuts  off  your  advance  unless  he  could  be  interested  in  it 
sufficiently  to  take  on  another  line.  If  he  can  use  it  and  make  some 
profit,  then  you  are  justified  in  urging  it  on  him. 

My  buyer  had  a  similar  line  that  was  better. 

This  makes  a  hopeless  case  and  you  are  simply  up  against  a 
case  where  you  must  resort  to  all  the  angles  of  good  salesmanship 
and  possibly  through  developing  a  good  friendship  you  may  eventually 
get  in. 

The  customer  was  stocked  for  the  present. 

He  may  be  interested  in  your  article,  but  if  he  is  stocked  with 
similar  lines  he  has  no  desire  for  yours.  Do  not  overstock  your 
trade.  It  will  only  come  back  to  you  in  lack  of  confidence  and 
reduced  sales. 

The  merchant  had  once  tried  my  line  but  decided  it  would 
not  do. 

Men  who  have  made  up  their  minds  on  account  of  some  experience 
are  hard  problems.  You  must  co-operate  with  them  to  help  move 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  249 


their  stock.    If  necessary,  do  local  publicity  work  to  create  a  demand. 
Most  men  will  carry  that  which  is  asked  for  and  easiest  to  sell. 

My  sample  case  looked  shabby. 

This  sometimes  indicates  loose  methods  and  should  be  avoided. 
Of  course,  you  must  not  imply  that  your  sample  case  should  always 
look  like  new,  for  that  may  be  just  as  detrimental  as  a  too  poor  case. 
Look  prosperous  and  busy. 

I  did  not  present  my  samples  in  a  business-like  way. 

You  should  be  adept  and  expert  in  handling  your  samples,  so 
that  a  demonstration  will  be  smooth  and  free  from  any  unusual 
moves  that  detract  from  what  you  are  saying  to  the  manner  of  your 
treating  your  subject.  If  you  have  a  piece  of  machinery  that  must 
be  operated,  or  any  article  that  must  be  handled  in  any  way,  do  so 
as  smoothly  and  deftly  as  possible.  Whatever  you  do,  don't  fumble 
and  go  awkwardly  about  your  work.  It  detracts  and  helps  to  give 
a  negative  effect  to  your  work. 

My  samples  were  in  poor  condition. 

This  gives  your  prospective  buyer  a  wrong  impression  of  your 
goods  and  frequently  of  you.  Your  samples  should  be  clean  cut, 
but  not  too  well  selected  to  represent  your  line. 

My  samples  were  badly  arranged. 

This  causes  confusion  on  your  part  and  disconcerts  your  man. 
Your  samples  should  be  arranged  to  correspond  to  the  line  of  talk 
you  give  so  that  you  can  put  your  hands  on  any  particular  article 

at  any  time  in  your  talk. 

• 

I  had  poor  light  on  my  samples. 

Select  a  light  that  will  show  things  off  to  the  best  advantage. 
You  can  do  this  without  your  buyer's  attention  being  drawn  to  what 
you  do  if  you  are  diplomatic  and  clever  in  actions. 

My  samples  were  too  well  made. 

It  is  not  a  good  plan  to  carry  samples  far  superior  to  the  finished 
product  that  will  be  shipped  to  the  buyer.  He  has  a  standard  estab- 


250  SALESMANSHIP:  THE  FOURTH  PROFESSION 


lished  by  what  he  saw  and  by  what  you  say  and  when  goods  do  not 
come  up  to  that  he  is  disappointed  and  you  may  hear  from  him. 

I  had  neglected  to  bring  proper  samples  from  the  factory. 

This  is  unpardonable.  When  you  make  up  your  samples  before 
going  into  your  territory  be  fully  prepared  for  any  emergency  that 
may  arise.  Have  a  complete  line,  or  if  that  is  impossible,  then  make 
it  as  nearly  representative  as  possible.  Nothing  is  more  annoying 
to  a  salesman  selling  from  samples  than  to  want  a  particular  article 
to  show  to  his  buyer  and  find  that  he  did  not  bring  it. 

CUSTOMER 

My  prospect  kept  me  waiting — I  showed  impatience. 

In  most  cases  if  the  prospect  has  kept  you  waiting,  either  inten- 
tionally or  not,  do  not  show  impatience.  If  it  is  necessary,  let  him 
know  in  a  proper  manner  that  your  time  is  valuable  or  that  you  must 
catch  a  train,  but  do  it  in  such  a  manner  that  your  man  does  not 
draw  the  conclusion  that  he  has  you  at  a  disadvantage. 

My  prospect  had  just  had  a  quarrel  and  was  not  in  a  receptive 
mood. 

A  condition  of  this  kind  always  makes  it  difficult  for  the  salesman 
because  the  prospect  is  wrought  up  and  not  in  a  mood  to  be  talked 
to.  Great  diplomacy  and  tact  must  be  used  to  make  any  headway 
under  such  circumstances. 

My  prospect  had  always  been  treated  well  by  his  present  supply 
dealers. 

When  you  come  in  contact  with  a  satisfied  customer,  it  is  always 
a  strenuous  task  to  win  him  away  even  long  enough  to  interest  him 
in  your  line.  Gain  his  confidence  and  show  him  that  you  will  take 
even  better  care  of  him  and  he  may  then  be  interested. in  your  talk. 

My  prospect  was  a  shark  and  I  could  not  parry  his  clever  attacks. 

You  must  be  as  clever  as  your  man  or  he  will  soon  have  you  at 
his  mercy.  You  must  be  resourceful,  tactful  and  full  of  your  subject 
to  meet  all  the  clever  attacks  your  prospect  may  make. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  251 

My  prospect  had  his  mind  on  other  business. 

No  use  to  push  your  deal  and  try  to  take  the  third  step — desire — 
until  you  can  get  his  attention  and  interest.  Better  call  again  or 
resort  to  strategic  methods  than  to  ramble  on  when  your  man  has 
his  mind  on  other  things.  It  is  sometimes  a  paying  plan  to  digress 
from  your  topic  and  tell  a  story  and  relate  some  experience  that 
has  a  thrill  in  it,  so  as  to  get  his  attention  and  interest.  Then  grad- 
ually lead  him  to  your  subject. 

There  were  too  many  people  around  while  I  was  talking. 

This  is  bad  and  always  makes  it  difficult  for  the  salesman  to 
get  the  interest  of  his  buyer.  This  seldom  occurs,  however,  in  large 
businesses,  but  frequently  does  in  business  places  in  small  towns 
when  a  man  has  a  provincial  territory. 

My  prospect  was  a  crank. 

You  will  often  find  such  when  you  get  into  a  territory.  Some 
salesmen  contradict  this  and  say  there  are  no  such  people  as  cranks 
and  say  that  the  trouble  lies  in  the  salesman's  inability  to  handle 
the  man  properly.  This  may  be  so,  but  at  any  rate,  you  will  find 
some  men  who  require  "special  treatment." 

My  prospect  was  a  bluffer. 

Do  not~let  your  prospect  get  you  down.  You  are  always  a  better 
man  than  he  is  at  your  end  of  the  deal  and  should  never  let  him 
bluff  you  off  your  line  of  action  and  disconcert  you.  Bluffers  are 
sometimes  hard  to  handle,  but  can  be  brought  into  line  by  persistent 
tactful  handling. 

My  prospect  had  a  grouch. 

In  cases  of  this  sort  it  is  not  good  policy  to  aggravate  the  man 
by  antagonism,  but  be  as  tactful  as  possible,  in  "rubbing  him  the 
right  way."  If  you  have  a  grouch  also,  it  can  hardly  be  imagined, 
that  you  will  do  any  business  on  that  trip.  Good  cheer  and  diplomacy 
will  help  you  here. 

I  disregarded  questions  my  prospect  asked. 

Remember  that  what  your  prospect  asks  questions  about  is 
the  thing  in  which  he  is  interested  and  he  should  be  answered  when- 


252  SALESMANSHIP:  THE  FOURTH  PROFESSION 


ever  he  asks  questions.  If  you  don't  do  this,  you  may  think  you  have 
his  attention,  but  in  reality  he  is  still  semi-consciously  wondering 
about  the  question  you  did  not  answer,  and  why  you  did  not.  Get 
the  point  out  of  his  mind — satisfy  him — then  you  will  have  his 
attention. 

My  prospect  was  non-committal  and  did  not  show  by  his  counte- 
nance whether  he  was  interested  or  not. 

This  sort  of  a  man  is  very  unsatisfactory  to  talk  to.  He  says 
little  or  nothing  and  does  not  respond  to  your  own  enthusiasm. 
You  never  know  just  .how  far  you  have  interested  him  until  you 
either  get  his  order  or  don't. 

The  buyer  did  not  care  to  take  on  another  line. 

If  he  has  concentrated  on  a  particular  brand  of  goods  and  made 
it  popular,  it  is  sometimes  anything  but  easy  to  get  another  line  in. 
Show  him  the  advisability  of  carrying  your  line  to  catch  some  trade 
that  is  now  going  to  his  competitor. 

My  customer  had  decided  to  cut  out  my  line  and  not  handle   it 
in  the  future. 

Maybe  this  was  your  fault,  or  your  firm's.  If  the  latter,  you 
must  remove  the  sticking  point  by  finding  the  causes  of  the  merchant's 
decision.  If  the  former,  then  it  is  up  to  you  to  make  things  right 
with  your  customer.  There  are  a  great  many  reasons  why  a  merchant 
will  give  up  a  line — no  profit,  no  demand,  poor  article,  too  long  to  get 
it,  too  hard  to  sell  it,  and  many  others.  You  must  co-operate  with 
your  merchant  to  change  his  mind  and  again  create  a  desire  for  your 
goods.  Point  out  improvements,  suggest  new  selling  methods,  help 
him  select  his  stock  more  carefully,  help  him  trim  his  window,  if 
necessary  to  start  your  goods.  Do  many  things  that  are  within 
your  power  to  help  your  man,  for  it  means  self-help  in  the  end. 

My  firm  was  too  small. 

Show  the  buyer  that  on  account  of  the  smallness  of  your  firm, 
you  can  give  him  more  individual  attention  than  if  the  firm  were 
large  and  had  an  enormous  business  where  the  energies  of  all  at  the 
head  must  be  spent  in  managing  the  company's  affairs. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  253 


My  firm  did  not  give  customer  attention  he  thought  he  deserved 
on  a  former  deal. 

Make  proper  apologies  for  your  firm,  if  need  be,  but  do  not  be- 
little your  people.  His  grievance  may  have  been  due  to  an  oversight 
or  carelessness  on  the  part  of  some  individual  and  did  not  represent 
the  firm's  desire  whatever. 

My  firm  had  refused  credit  to  my  prospect  at  some  past  time. 

It  is  always  a  difficult  task  to  interest  a  man  who  has  a  grievance 
or  who  feels  that  he  has  been  humiliated  in  some  way  by  your  people. 
In  such  cases  you  simply  have  to  win  the  man  by  arguments,  showing 
why  they  did  the  refusing,  and  explain  that  it  was  not  a  personal 
matter  but  one  of  business.  Many  times  men  can  be  convinced  that 
the  firm's  attitude  was,  after  all,  not  intended  as  a  personal  affair, 
but  one  of  general  rule. 

My  prospect  did  not  like  my  firm's  policy. 

Show  him  the  justice  of  your  firm's  attitude  in  matters  that 
make  policy  and  get  him  to  see  your  subject  from  your  point  of  view. 
Then  he  may  be  induced  to  lay  aside  prejudice. 

If  you  failed  to  gain  the  confidence  of  your  customer  for  any 
of  the  reasons  given  below,  then  your  personality  is  not  what  it 
ought  to  be,  and  the  remedy  is  in  your  own  hands. 

I  arose  late  and  neglected  to  shave. 

My  face  was  red  and  my  eyes  inflamed  from  last  night's  "good 
time." 

My  clothes  needed  pressing  and  showed  grease  spots,  indicating 
careless  methods. 

My  shoes  were  not  shined,  and  in  one  was  a  broken  string. 

My  collar  was  soiled  and  worn,  in  front. 

I  wore  a  "loud"  vest  and  a  "screaming"  tie. 

My  cravat  pin  was  gaudy  and  attracted  my  prospect's  attention  to 
it  rather  than  to  my  subject. 

I  was  nervous  and  self-conscious. 

I  showed  that  I  lacked  confidence  in  my  ability. 

I  smoked  in  the  presence  of  my  prospect  and  he  was  bitterly  op- 
posed to  smoking. 

I  chewed  gum  and  mumbled  my  words. 


254  SALESMANSHIP:  THE  FOURTH  PROFESSION 


My  nails  and  hands  were  untidy. 

My  hair  was  uncombed. 

My  breath  smelled  of  liquor. 

My    fingers  were    stained    from    excessive    use    of   cigarettes — my 

prospect  objected  to  cigarettes. 
I  wore  my  hat  in  a  cocky  manner. 
My  clothes  were  flashy  and  extreme  in  cut. 
I  looked  foppish. 
I  had  a  swagger  walk. 
I  acted  lazy. 

Final  Note: — Remember  that  the  sale  is  made  in  the  mind,  and 
not  when  the  buyer  signs  the  salesman's  order  blank.  If  your  demon- 
stration has  been  a  good  one  and  your  closing  arguments  effective, 
the  buyer  decides  that  he  wants  your  article  and  the  mental  action 
is  followed  by  a  purely  mechanical  one.  Many  salesmen  who  have 
the  earmarks  of  success  are  not  so,  because  they  cannot  close  sales. 
This  can  be  cultivated  to  a  positive  success  through  the  plan  of  self 
analysis  after  a  lost  sale,  and  then  tighten  your  grip  on  yourself  for 
a  fight  to  overcome  weak  places  in  your  work. 

We  want  to  impress  this  thought  upon  your  minds,  that  while 
self  analysis  is  a.ll  important  and  while  the  analysis  of  the  other 
factors  in  a  sale  is  essential  at  one  time  or  another  to  make  you  a 
successful  salesman,  they  should  never  be  indulged  in  during  a  demon- 
stration or  closing  procedure. 

If  you  should  attempt  self-analysis  during  your  talk,  your  mind 
would  be  on  yourself  and  not  on  your  work.  This  would  surely 
end  in  a  disaster  to  you.  You  will  talk  disconcertedly  and  at  random 
at  times,  and  you  could  not  concentrate  on  your  article  to  bring  out 
the  strong  arguments  and  selling  points  it  merits.  Your  prospect 
would  also  notice  your  confusion  and  be  interested  in  its  probable 
cause  rather  than  in  what  you  want  him  to  think.  Think  right 
thoughts  about  your  article  direct  to  your  man,  and  if  you  do  it 
hard  enough,  he  will  think  in  accord  with  you. 

In  conducting  self  analysis  you  must  never  become  discouraged, 
and  lose  confidence  in  yourself.  If  you  do  this,  all  is  lost.  If  your 
inquiry  into  your  weaknesses  is  honest  and  thorough,  you  will  have 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  255 


much  to  ponder  over  and  wonder  if  you  can  ever  overcome  so 
many  defects,  but  for  the  love  of  your  future  success,  do  not  give  up 
hope. 

Even  though  you  recognize  what  appear  to  be  wholly  insur- 
mountable barriers  in  the  form  of  personal  make-up,  experience, 
training,  business  education,  or  selling  methods,  never  lose  your  grip 
on  self.  Grit  your  teeth,  clench  your  fists,  and  declare  with  all  the 
will  in  your  make-up  that  you  will  succeed,  that  you  can  sell  goods, 
and  that  you  will  continue  this  same  analysis  and  effort  to  improve 
until  you  are  a  positive  man  oj  much  success. 

"There  is  no  policy  like  politeness,  since  a  good  manner  often 
succeeds  where  the  best  tongue  has  failed."          — Magoon 


256  SALESMANSHIP:  THE  FOURTH  PROFESSION 


QUESTIONS 

1.  How  can  a  salesman  find  the  cause  of  a  lost  sale  and  the  way  to 

avoid  such  cause  in  the  future? 

2.  State  the  means  by  which  a  salesman  will  be  able  to  render  the 

best  service  to  his  customer. 

3.  Why  is  it  important  that  a  salesman  meet  his  appointments 

promptly? 

4.  Explain  the  manner  in  which  conclusions  are  reached   through 

sizing  up  the  prospect's  place  of  business. 

5.  Why  should  the  prospect  not  be  disturbed  if  he  is  deeply  engaged? 

6.  Why  is  it  necessary  for  the  salesman  to  always  be  master  of 

himself  and  ready  for  any  emergency? 

7.  Why  should  the  salesman  be  careful  about  talking  too  rapidly? 

8.  State  how  a  salesman  may  queer  a  sale  through  taking  liberties, 

and  why? 

9.  What  do  you  understand  by  the  "point  of  contact"  and  how  may 

it  be  reached? 

10.  State  some  of  the  principle  errors  in  the  demonstration  that  may 

be  the  cause  of  a  lost  sale. 

11.  What  should  be  avoided  in  answering  objections,  and  why? 

12.  What  course  should  be  pursued  when  a  prospect  is  interested  in 

a  certain  line  of  talk? 

13.  How  may  one  take  advantage  of  opportunities  that  might  ripen 

interest  into  desire? 

14.  Why  is  it  necessary  sometimes  to  use  strategic  means  for  gaining 

the  signature? 

15.  State  the  objections  to  the  introduction  of  personal  reasons  for 

wanting  an  order. 

16.  What  is  meant  by  making  a  complete  analysis  of  the  article  to 

the  customer? 

17.  Give  a  synopsis  of  conditions  referring  to  samples,  as  causes 

of  a  lost  sale. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  257 


18.  How  should  the  salesman  conduct  himself  should  the  buyer 

keep  him  waiting  intentionally? 

19.  Why  should  the  customer's  questions  be  answered  at  once? 

20.  State  how  you  would  handle  a  customer  who  had  decided  to  cut 

out  your  line. 

Written  exercise  for  this  lesson. 

Give  five  instances  where  the  cause  of  a  "lost  sale"  rests  with 
the  article,  and  state  how  you  would  handle  these  situations. 


258  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  259 

NOTES 


260  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  XVII 


THE  RETAIL  SALESMAN 
OPPORTUNITIES  OF  THE   MODERN   DEPARTMENT  STORE 

The  opportunities  for  steady  employment  and  advancement  in 
the  modern  department  store  are  unlimited.  We  will  take  for  an 
example,  an  application  for  position  in  the  Dry  Goods  line.  All 
that  has  been  said  in  the  previous  lessons  regarding  references  and 
character  applies  to  the  retail,  as  well  as  the  wholesale  salesman. 

There  appears  an  advertisement  something  like  this  in  the  local 
newspaper: 

"Wanted — Young  man  to  learn  the  Dry  Goods  business, 
must  have  Al  references,  good  opportunity  for  advance- 
ment. Apply  General  Supt's.  Office,  The  Modern  Depart- 
ment Store." 

A  young  man  anxious  to  secure  steady  employment  is  interested. 
He  has  passed  through  the  great  store  many  times.  But  he,  like 
most  everyone  else  who  has  never  been  a  member  of  such  an  organ- 
ization, knows  very  little  of  its  workings. 

As  he  steps  inside  the  store,  he  notices  the  hundreds  of  sales 
people  in  the  departments,  all  busy  with  their  duties  of  waiting  on 
customers  or  arranging  their  stock.  Upon  inquiry,  he  is  directed  to 
the  general  superintendent's  office.  Arriving  there,  he  finds  forty 
or  fifty  anxious  persons  waiting  for  their  turn  to  make  application 
for  positions.  His  turn  comes  at  last  and  once  inside  the  office  he 
states  his  mission,  that  he  has  called  in  answer  to  the  advertisement 
and  is  anxious  to  secure  steady  employment.  He  is  asked  the  question 
if  he  has  ever  had  experience  in  selling  goods,  and  as  he  has  not, 
the  superintendent  asks  him  if  he  is  willing  to  learn  the  business  from 


262  SALESMANSHIP:  THE  FOURTH  PROFESSION 


the  beginning,  as  he  would  be  of  no  value  to  the  firm  without  exper- 
ience. 

The  young  man  is  anxious  to  get  a  start  and  willing  to  take 
what  he  can  get.  The  superintendent  hands  him  an  application  blank 
to  fill  in,  stating  name,  address,  age,  present  duties,  where  he  has 
been  employed,  and  other  questions  as  to  his  health,  habits,  etc. 

After  he  has  filled  out  the  application  blank,  the  superintendent 
informs  him  that  he  will  notify  him  if  his  services  are  required.  As 
the  applicant  leaves  the  office  and  passes  through  the  great  store 
he  notices  the  unique  display  of  the  immense  variety  of  merchan- 
dise all  about  him,  and  is  conscious,  in  a  small  way,  of  what  a  wonder- 
ful institution  a  department  store  really  is.  The  inspector's  desks, 
cash  registers,  the  clerks,  ushers,  department  managers  and  the  busy 
crowd  of  shoppers,  attract  his  attention.  He  is  anxious  to  secure 
the  position. 

In  due  time  his  references  are  examined,  are  found  to  be 
satisfactory  with  regard  to  honesty  and  character.  The  following 
week  he  is  notified  to  report  for  work  at  once.  The  amount  of  salary 
and  his  advancement  will  depend  entirely  upon  his  ability.  He  is 
to  report  to  the  manager  of  the  domestic  department  for  work,  and 
is  placed  in  the  stock  room  of  the  cotton  goods  department.  He  is 
to  keep  the  stock  room  orderly,  must  learn  the  names  of  all  the 
different  kinds  of  goods,  and  be  able  to  fill  orders  sent  up  from  the 
department  every  morning.  The  stock  rooms  and  merchandise 
must  be  kept  in  order  at  all  times. 

We  will  suppose  that  you  have  accepted  this  position. 

Above  all  things,  be  honest  and  earnest  in  your  work.  If  you 
are  not  reliable  in  small  things,  you  cannot  be  trusted  with  big 
undertakings.  Do  what  you  are  told  to  do  by  your  superiors.  Those 
who  cannot  obey,  cannot  command.  Set  your  ambitions  to  the 
highest  point. 

After  you  have  served  as  stock  boy  for  a  few  months,  at  busy 
times  during  the  lunch  hour,  you  will  be  called  to  the  department 
to  wait  on  customers  at  the  sales  tables,  and  you  have  your  first 
chance  to  meet  the  customers  and  show  if  you  are  in  earnest  and 
anxious  to  be  a  salesman.  Be  lively,  cultivate  self-confidence,  talk 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  263 


intelligently  to  your  customers,  display  your  goods,  be  courteous 
and  pleasant  so  that  when  your  customers  leave  they  will 
have  a  good  impression  of  you  and  afterwards  remember  what  a 
nice  clerk  waited  upon  them,  and  the  next  time  they  are  there  to 
trade,  they  will  ask  for  you  to  wait  on  them.  After  several  customers 
have  asked  for  you,  the  manager  will  hear  of  it,  and  decide  he 
cannot  afford  to  keep  you  in  the  stock  room,  as  you  are  valuable  to 
him  as  a  salesman.  So  you  are  placed  in  the  department,  receive 
your  instructions  and  are  given  a  sales  book.  You  are  now  on 
the  right  track  and  have  your  start. 

Get  a  full  knowledge  of  the  stock.  Keep  it  clean  and  in  order; 
be  on  the  look-out  at  all  times  for  a  customer.  Keep  a  record  of 
your  daily  sales,  and  don't  have  the  buyer,  or  his  assistant,  come 
to  you  at  the  end  of  the  week  and  say  your  sales  are  not  good.  Try 
to  earn  more  salary  than  you  receive.  When  your  sales  are  better 
than  the  man  ahead  of  you,  you  will  be  placed  ahead  of  him,  and  so 
on  until  you  are  the  head  salesman  in  the  department  and  receive 
a  much  better  salary. 

The  silks  and  dress  goods  are  next  in  order.  Departments  where 
no  one  but  a  first  class  salesman  can  work,  as  the  goods  are  expensive 
and  to  lose  a  sale  means  a  loss  to  your  employer  and  your  buyer. 
Be  on  the  job  every  minute.  Good  men  are  scarce,  and  many  firms 
are  looking  for  buyers.  Work  hard;  familiarize  yourself  with  every 
piece  of  dress  goods  in  stock,  find  out  who  makes  the  goods  you  are 
selling  and  what  each  material  is  especially  adapted  for.  Study 
fashions  and  be  able  to  talk  intelligently  to  your  customers.  Show 
your  buyer  you  are  anxious  to  learn  all  you  can  and  that  you  have 
ambitions  to  rise  to  the  highest  mark. 

After  you  have  established  yourself  as  a  first-class  salesman, 
other  stores  will  hear  of  you  through  customers,  and  you  will  have 
offers,  of  more  salary,  to  change.  You  have  made  yourself  valuable 
to  your  firm  and  will  receive  the  advancement  to  assistant  buyer. 

Here  you  come  in  direct  contact  with  the  many  lines  of  merchan- 
dise shown  by  the  manufacturer  and  importer.  Study  the  materials, 
keep  in  touch  with  the  fashions,  note  the  changes  each  season,  learn 
to  manage  the  help  under  you,  show  them  you  have  learned  the 
business  from  the  ground  up.  Be  courteous  and  hold  their  respect. 


264  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Work  out  effective  displays  of  the  merchandise  in  the  depart- 
ment; prepare  yourself  to  be  a  buyer.  If  you  are  earnest  and  faithful 
in  every  detail,  no  one  can  stop  you,  and  when  you  have  accepted 
your  first  position  as  buyer,  you  will  realize  what  a  great  benefit 
your  thorough  training  has  been  to  you. 

Your  advancement  from  now  on  will  be  on  the  same  lines  as  when 
you  first  entered  the  department  store,  and  will  depend  upon  your 
capabilities.  The  firm  has  great  confidence  in  you.  You  are  to 
buy  goods  at  the  lowest  market  prices,  manage  your  department  in 
an  intelligent  manner,  and  merchandise  your  goods  at  a  profit.  You 
must  be  a  keen  manipulator,  study  each  salesman  working  under 
you;  tell  him  where  he  can  improve  his  selling  capacity.  You  will 
then  realize  how  greatly  a  buyer's  success  depends  upon  the  salesman. 
Watch  with  keen  interest  for  new  ideas.  You  have  earned  your 
position  by  untiring  energy  and  have  a  thorough  training.  Look 
back  into  the  department  where  you  made  your  start.  There  are 
many  of -the  same  salesmen  that  were  there  before  you  who  are 
working  for  the  same  salary  as  when  you  were  there.  Why?  Because 
they  have  not  improved  their  time.  They  wait  on  customers  in 
the  same  listless  and  indifferent  manner.  They  stay  out  late  nights, 
come  to  the  store  in  the  morning  all  tired  out  and  unfit  for  business. 

Now  that  you  have  secured  the  position  as  buyer,  you  must 
use  greater  energy  and  nerve  than  you  ever  imagined  you  possessed, 
you  have  it  in  you  to  "make  good,"  and  if  you  fail,  you  may  have 
to  start  all  over  again.  But  you  are  not  going  to  fail.  You  are 
going  to  rise  higher,  and  higher.  If  your  first  year  as  a  buyer  is  a 
success,  you  will  have  other  departments  given  you  and  a  good 
increase  in  salary. 

Always  cultivate  self-confidence;  watch  your  competitors;  don't 
let  them  undersell  you  or  get  your  trade.  Be  strong  minded  in 
dealing  with  the  firms  you  buy  goods  from.  They  will  search  for 
your  weak  points.  Adjust  yourself  to  the  conditions,  and  work  out 
your  own  success. 

After  the  first  year,  when  your  inventory  shows  a  profit  and 
you  have  increased  the  sales  of  your  departments,  you  will  begin  to 
enjoy  the  benefits  of  your  hard  struggle  for  success.  Your  trips  to 
the  market  will  be  a  pleasant  change  from  the  busy  grind,  and 
your  business  will  be  a  pleasure. 

The  modern  department  store  is  a  wonderful  organization.  Here 
we  have  a  diagram  of  the  working  force  of  an  up-to-date  department 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE 


265 


store,  which  will  give  you  some  idea  of  the  perfect  system  and  great 
amount  of  detail  used,  and  also  of  the  many  opportunities  waiting 
for  the  right  man. 

THE  ORGANIZATION  OF  A  MODERN  DEPARTMENT  STORE.. 


Board  of  Directors 


Executive  Department 


Vice-President 


Financial  and  Accounting   Division 


Operating  Division 


Secretary 


I    General  Manager 
I 


General  Supt. 


Cash  Buying  Division 


Bookkeepers  I     Cen'l  Mdse.  Mgr 


Buyers 


Receiving  Dept. 


I       I       I       I        I       I 


Dept.  Stock  Keepers. 


Advertising  Department 


Manager 


TT    \ 


Mail  Order  Department 


Manager     I 


Head  Clerk 


Selling  Division 


Delivery  Men 


266  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  store  might  be  compared  to  a  powerful  machine.  Every 
pivot  on  which  the  great  wheels  turn  must  be  perfect  or  the  whole 
machine  is  out  of  order.  Responsibility  rests  on  each  and  every 
employe  to  do  his  part  the  best  it  can  be  done,  from  the  president 
of  the  company  down  to  the  delivery  man. 

We  have  cited  only  one  channel  in  the  great  store,  there  are 
many  others,  all  of  which  lead  to  success  if  followed  with  careful 
earnest  work. 

In  the  financial  and  accounting  division,  the  amount  of  detail 
work  is  voluminous.  The  books  show  the  exact  conditions  of  every 
department  each  day.  Here  you  can  rise  from  the  bookkeeper  to 
the  secretary  or  credit  man. 

The  advertising  department  holds  out  great  inducements  for 
success.  The  mail  order  department  must  have  a  shrewd  manager, 
and  there  is  no  limit  to  the  amount  of  business  to  be  realized.  There 
is  also  a  manager  for  the  inspector's  system,  and  hundreds  of  other 
positions  in  the  department  store  pay  good  salaries.  The  one  great 
rule  in  a  modern  department  store  is  to  give  the  public  the  best 
possible  service. 

ADVICE  TO  SALESMEN 

Attitude.  For  the  retail  salesman,  the  two  steps  to  the  sale, 
attract  attention  and  inspire  confidence,  are  of  greater  importance 
than  the  third;  to  inspire  confidence  holding  first  place.  In  the  retail 
trade  the  customer  already  has  the  "desire"  or  at  least  a  desire  to 
investigate  that  which  is  for  sale.  Good  salesmanship  not  only 
sells  the  customer  what  he  has  come  for,  but  strives  to  obtain  his 
continuous  patronage.  To  do  this,  the  salesman  must  secure  the 
good  favor  of  the  customer  at  every  point  of  contact,  and  treat 
each  customer  with  the  same  courtesy  he  would  extend  to  a  guest 
in  his  own  home. 

Through  advertising,  the  public  have  been  invited  to  visit  the 
store  and  the  salesman  is,  in  a  way,  the  host  of  his  department, 
and  every  customer  is  a  guest;  therefore,  he  should  be  ready  to  show 
his  stock  and  quick  to  think  of  what  would  be  likely  to  please.  He 
should  maintain  the  attitude  of  a  salesman  who  not  only  expects 
to  receive  customers  but  to  wait  on  them,  sell  what  they  wish  to 
buy,  and  who  does  not  expect  to  leave  them  until  they  are  ready 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  267 


to  go  away.  Then  he  should  bow  them  out  as  courteously  as  though 
taking  leave  of  a  guest.  It  is  also  the  duty  of  the  salesman  to  approach 
one  who  appears  to  be  a  possible  customer  with  a  polite  greeting  and 
ask  what  he  can  show  him. 

As  he  would  be  particular  to  avoid  offensive  attitudes  before 
guests  in  his  own  home,  so  he  should  as  carefully  avoid  such  atti- 
tudes in  the  presence  of  the  store's  guests. 

Attitude  plays  an  important  part  in  the  success  or  failure  of  the 
salesman  and  the  general  attitude  indulged  in 'by  a  large  percentage 
of  employees  in  a  store  is  not  only  a  mistaken  one  but  is  injurious 
to  themselves  and  to  business.  From  two  to  four  sales  people  are 
usually  to  be  found  .standing  behind  the  counter  in  one  part  of 
the  store  with  their  backs  to  customers,  holding  a  conversation, 
discussing  the  elegant  time  they  had  the  previous  evening,  or  the 
good  time  they  expect  to  have  the  coming  evening.  In  another 
part  is  a  second  convention;  the  sales  people  are  animated,  eyes 
full  of  life,  debating  the  wisdom  of  a  series  of  dances  for  the  winter. 

The  offensive  and  disgusting  habits  of  posing,  and  fixing  the 
hair  might  be  mentioned;  the  familiar  habits  of  leaning  against  the 
counter — talking  and  laughing — while  on  the  other  side  of  the  aisle 
customers  are  being  waited  upon.  Naturally,  seeing  salesmen 
staring  at  them  and  laughing,  they  assume  that  they  are  the  target 
for  remarks,  and  if  sensitive,  feel  much  embarrassed.  This  attitude 
is  not  confined  to  the  younger  salesmen,  but  is  practiced  as  much  by 
the  older  salespeople,  who  indeed  set  the  example.  It  repels  and 
disgusts  the  shopper  as  well  as  the  proprietor.  It  hinders  the  pros- 
perity of  the  store,  and  the  success  of  the  salesman,  who  should  be 
as  zealous  of  the  good  name  of  the  house  which  employs  him  as  he 
is  for  the  reputation  of  his  own  home. 

The  correct  attitude  in  salesmanship  is  one  of  alert  and  prompt 
attention,  cheerful  interest,  a  pleasant  and  willing  service.  It  speaks 
to  every  customer  that  the  salesman  is  not  only  glad  to  sell  goods 
but  equally  pleased  to  show  them.  This  attitude  infuses  life,  activity 
and  interest  into  the  very  atmosphere  of  a  business  house,  and 
impresses  customers  so  favorably  that  they  want  to  see  and  purchase 
goods.  It  is  greater  than  all  other  influences  in  building  up  trade. 
It  surpasses  the  effect  of  advertising.  It  is  the  magnet  of  the  store, 


268  SALESMANSHIP:  THE  FOURTH  PROFESSION 


draws  people  away  from  competing  houses  and  induces  them  to 
trade  with  this  one.  This  business  spirit  should  permeate  the  life 
of  every  salesman,  since  the  prosperity  of  his  firm  depends  upon  it 
and  the  amount  of  his  salary  depends  upon  his  own  value  to  its 
prosperity. 

The  attitude  of  the  retail  salesman  toward  his  employer  should 
be  that  of  a  member  toward  the  head  of  the  house. 

Personal  Appearance.  The  retail  salesman  cannot  be  too  par- 
ticular about  his  personal  appearance.  Cleanliness  of  person,  neat- 
ness and  good  taste  in  dress  attract  customers.  Who  wants  to  be 
waited  on  by  an  untidy  slovenly  salesman?  Not  very  many  people. 
Some  proprietors  are  so  much  impressed  with  the  importance  of 
personal  appearance  that  they  stipulate  the  manner  in  which  their 
sales  people  shall  be  dressed. 

One  would  have  more  confidence  in  the  opinion  of  a  salesman 
whose  attire  was  neat  and  in  good  taste,  as  regards  the  appropriate- 
ness of  certain  goods,  than  they  would  have  in  that  of  the  salesman 
flashily  or  foppishly  dressed.  The  good  taste  displayed  in  his  own 
dress  would  be  an  assurance  to  the  buyer  that  the  same  care  would 
be  exercised  in  making  a  selection  from  the  goods  under  inspection. 

Keep  yourself  in  good  physical  condition.  It  adds  to  the  attract- 
iveness of  your  personal  appearance. 

Punctuality.  Be  prompt  in  reporting  for  duty.  Punctual  atten- 
dance at  a  place  of  business  is  imperative  and  the  lack  of  promptness 
shows  a  poor  understanding  of  the  value  of  time.  It  may  seem  a 
slight  matter  for  one  person  to  be  five  or  ten  minutes  late  in  coming 
to  work,  but  where  a  large  force  is  employed  and  a  number  are  behind 
time,  it  is  a  hindrance  to  business,  injurious  to  the  success  of  the 
firm,  and  will  soon  cause  the  discharge  of  the  offending  salesman. 
Promptness  enables  a  mercantile  house  to  have  every  bit  of  the  work- 
ing machinery  exactly  in  its  place  so  that  the  wheels  of  business 
start  on  time  and  without  friction. 

Punctuality  is  one  of  the  agencies  by  which  the  employe  con- 
vinces the  management  that  he  has  the  welfare  of  the  house  at  heart, 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  269 


and  that  he  is  doing  all  that  he  can  to  promote  its  interests.  It  is 
direct  evidence  to  the  proprietors  as  well  as  those  in  immediate 
authority  that  the  salesman  is,  other  things  being  equal,  eligible  for 
a  promotion  to  a  more  important  and  lucrative  position.  It  is  also 
a  powerful  argument  that  the  salesman  may  urge  why  he  should 
be  promoted,  since  no  man  is  placed  in  authority  over  others,  who 
breaks  the  discipline  of  the  house  himself.  The  power  of  example 
is  recognized  as  a  greater  force  than  the  power  of  words,  and  when 
example  gives  emphasis  to  words,  it  is  the  strongest  influence  that 
can  be  exerted  over  others. 

Location.  At  the  beginning  of  service,  the  proprietor  or  depart- 
ment manager  shows  the  salesman  the  location  of  leading  articles, 
giving  instructions  as  to  price,  etc.,  the  thousand  and  one  other 
articles  which  the  store  may  contain,  the  new  clerk  is  expected  to 
hunt  up  and  locate  during  the  time  that  he  is  not  called  upon  to  wait 
on  customers,  as  he  is  frequently  required  to  direct  a  customer  to 
some  other  department.  In  his  own  department  the  salesman  must 
know  where  to  find  the  article  called  for,  if  it  is  kept  in  stock,  he  should 
be  able,  instantly,  to  lay  his  hands  upon  what  he  wants.  Laxity 
or  inefficiency  is  suggested  to  the  mind  of  the  onlooker  or  customer 
who  is  compelled  to  wait  while  the  salesman  is  making  a  leisurely 
or  a  frantic  search  of  shelves,  boxes,  drawers  or  showcases  to  find 
the  article  called  for. 

The  ability  to  produce  immediately  that  for  which  the  customer 
inquires  enables  you  to  retain  his  attention  which  otherwise  is 
distracted,  and  the  first  step  toward  a  sale  has  to  be  gone  over  again. 
Often  it  is  impossible  to  again  secure  the  attention  which  has  been 
lost,  the  sale  is  not  made,  and  for  a  time  at  least  your  chances  for 
promotion  are  injured  or  delayed.  Before  you  attempt  to  sell  goods, 
first  learn  where  they  are  kept. 

Keeping  Stock.  While  you  are  mastering  the  location  of  your 
goods,  their  merits  and  price,  you  should  also  be  employed  in  studying 
their  arrangement  and  care.  To  keep  goods  where  they  can  be  seen 
and  not  permit  them  to  deteriorate  in  value,  requires  close  attention. 
To  display  goods  attractively  is  an  art  in  itself,  an  art  of  which  you 
should  gain  all  the  knowledge  that  your  facilities  afford. 


270  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Keeping  stock  is  an  important  part  of  a  salesman's  duties. 
First,  because  goods  well  kept  are  more  attractive  and  far  easier 
to  sell  than  those  that  are  shopworn  or  soiled.  Second,  goods  which 
show  careless  handling  must  be  marked  down,  as  their  value  has 
depreciated  and  they  do  not  appeal  to  customers.  When  marked 
down,  there  is  a  loss  of  profit  on  them,  the  earning  capacity  of  the 
department  is  weakened,  the  strength  of  the  salesman  is  lessened, 
and  his  chances  for  an  increase  in  salary  become  poorer,  since  his 
advancement  depends  upon  his  ability  to  show  good  results. 

One  must  not  only  pay  attention  to  the  keeping  up  of  the  stock 
but  handle  it  with  care;  must  have  a  place  for  everything  and  keep 
everything  in  its  place.  The  salesman  must  keep  his  hand  on  the 
pulse  of  the  stock,  so  that  when  goods  begin  to  sell  slowly,  or  drag, 
and  there  is  danger  of  their  becoming  old,  he  redoubles  his  efforts 
to  introduce  them  to  customers  whom  it  is  his  privilege  to  serve. 
This  must  be  done  while  goods  are  clean,  fresh  and  saleable.  Such 
methods  increase  the  earnings  of  the  department,  speak  volumes  in 
praise  of  the  salesman's  ability  and  open  the  way  for  a  larger  salary. 

When  salesmen  take  the  same  interest  in  the  welfare  of  the 
firm,  and  manifest  the  same  spirit  as  if  the  business  were  their  own 
they  will  not  need  to  be  so  frequently  reminded  of  their  duties  and 
urged  to  greater  efforts.  They  will  be  on  the  alert  to  grasp  every 
opportunity,  whether  small  or  large,  whereby  they  contribute  towards 
increasing  the  prosperity  of  the  house.  The  re-arrangement  or  fresh 
adjustment  of  their  various  departments,  to  make  them  more  attract- 
ive, works  toward  this  end;  for  everything  that  adds  to  the  beauty 
of  the  store  makes  it  easier  to  handle  goods  and  helps  to  larger  sales. 
Salesmen  never  get  so  tired  as  when  "killing  time,"  and  few  would 
have  time  to  waste  if  they  kept  their  stock  as  it  should  be  kept. 
Too  often  one  hears  the  expression,  "I  am  no  stock-keeper."  and  it 
is  usually  synonomous  with  "I  am  too  lazy  to  take  care  of  my  stock." 
Salesmen  not  engaged  in  serving  customers,  will  find  it  to  their 
advantage  to  occupy  themselves  in  taking  care  of  their  stock,  in- 
stead of  deferring  it  or  leaving  it  for  some  one  else  to  do. 

Work.  When  you  have  mastered  the  details  of  your  own  special 
work,  seek  to  acquire  all  the  knowledge  you  can  of  the  other  depart- 
ments, of  assortments,  of  quality,  of  free  delivery,  of  the  exchange 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  271 


and  refunding  system;  keep  thoroughly  posted  as  to  the  firm's 
advertisements,  and  if  the  day's  leader  is  in  your  department,  make 
it  prominent. 

Not  only  the  time  but  the  ability  of  salesmen  to  get  results  is  what 
the  firm  pays  for.  In  salesmanship,  this  ability  may  be  called  the 
merchandise  the  employe  offers  to  the  employer  in  exchange  for  the 
salary  he  receives.  The  salesman  should  never  hold  back  from  giving 
the  full  measure  of  his  ability  when  he  receives  the  salary  agreed 
upon  at  the  time  of  the  purchase.  He  should  be  willing  that  the 
house  make  a  profit  from  his  labor  as  well  as  from  its  goods.  The 
salesman  who  has  not  the  ambition  to  lift  himself  by  hard  work 
and  faithful  service  out  of  a  small  position  would  not  know  how  to 
fill  a  big  one  if  he  secured  it. 

Labor  is  not,  and  never  was,  a  curse.  It  is  a  means  of  growth 
a  blessed  provision  for  man's  natural  requirements.  The  more  of 
it  we  are  permitted  to  enjoy,  the  more  we  can  accomplish.  Our 
necessities  are  created  to  prod  us  on  when  we  are  disposed  to  relax 
effort  and  seek  false  promises  of  pleasure  in  dissipation  or  inertia. 

The  hardest  work  in  the  world  is  to  be  compelled  to  do  nothing. 
To  be  denied  the  privilege  of  mental  or  physical  exertion  is  to  induce 
paralysis  of  the  mind  and  body.  It  is  agony  that  no  naturally  active 
and  ambitious  man  can  long  endure.  The  salesman,  then,  should 
appreciate  his  opportunities.  All  progress  is  by  labor  and  through 
gradual  evolution.  The  worker  never  grumbles.  Be  a  worker, 
make  the  most  of  the  present  moment,  and  do  not  waste  your  time 
sighing  over  what  is  lost  or  might  have  been. 

It  is  not  an  easy  task  to  fit  oneself  for  all  the  advanced  positions 
open  to  the  successful  salesman,  but  if  you  are  ambitious  or  have 
commendable  aspirations,  you  are  not  looking  for  an  easy  task, 
but  rather  an  opportunity  to  reach  your  goal.  Difficulties  are 
inspirations;  they  are  placed  in  our  way  to  arouse  and  call  forth  greater 
power.  Each  one  surmounted  or  overcome  adds  strength  with  which 
to  meet  and  vanquish  the  next. 

A  man  could  not  learn  to  be  a  sailor  on  a  placid  sheet  of  water; 
it  is  the  tempest  and  mountainous  waves  seemingly  about  to  bury 
the  ship,  which  develop  and  call  forth  all  the  powers  of  the  master 


272  SALESMANSHIP:  THE  FOURTH  PROFESSION 


mind  to  direct  her  course  to  the  harbor  sought.  There  is  a  keen 
pleasure  in  struggling  and  a  joy  in  triumph,  be  it  the  eradicating 
of  a  habit  or  a  fault  in  ourselves  or  the  surmounting  of  extraneous 
difficulties  that  seemingly  block  our  progress  to  greater  advance- 
ment in  our  chosen  profession. 

You  should  welcome  all  annoyances  as  giving  you  an  oppor- 
tunity to  demonstrate  the  self-mastery  you  have  been  studying 
to  attain.  Welcome  difficulties  calling  forth  all  your  powers  of  mind 
and  body  to  overcome. 

Dignity  and  Self=Respect.  The  retail  salesman  must  retain  his 
self-respect  and  dignity  at  all  times,  but  devoid  of  arrogance  or  super- 
ciliousness. It  is  not  an  easy  nor  natural  thing  to  suppress  a  retort 
when  accused  or  upbraided  by  an  ignorant  customer,  but  it  is  the 
right  thing  to  do  to  secure  his  or  her  trade,  either  now  or  in  the  future. 
It  can  be  done  without  words  of  protest  or  loss  of  dignity. 

Perfect  control  over  self,  and  tact  in  managing  the  customer, 
shadow  him  with  a  sense  of  shame  or  regret  in  having  violated  the 
common  rules  of  courtesy.  To  make  a  purchase  would  be  to  make  an 
apology  carrying  with  it  the  least  humiliation.  You  have  made  a 
sale  and  perhaps  secured  a  permanent  customer,  instead  of  losing 
both  just  for  the  satisfaction  of  giving  expression  to  the  feeling 
excited  by  his  conduct. 

It  is  not  human  nature  you  are  dealing  with,  but  moods,  fads, 
whims,  and  distorted  ideas — mental  cripples,  whose  condition  should 
rather  excite  your  sympathies  than  your  resentment.  You  must 
learn  to  view  the  mental  deformity,  whether  natural  or  accidental, 
the  same  as  you  would  the  physical.  Make  a  catalogue  of  the 
mannerisms  you  find  it  most  difficult  to  bear  with;  then  liken  each 
to  a  physical  deformity,  which  must  not  be  noticed,  extending  to 
each  your  silent  sympathy,  preserving  a  courtly  and  dignified  de- 
meanor, saying  more  emphatically  than  words  that  you  will  not 
permit  yourself  to  be  inveigled  or  provoked  into  profitless  contro- 
versies. Time  is  too  brief  to  waste;  life  too  serious  to  trifle  with,  and 
business  too  important  to  neglect. 

Courtesy.  Only  a  small  percentage  of  the  customers  are  cranks 
and  mental  deformists.  The  great  masses  of  the  American  people 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  273 


appreciate  courtesy  and  prompt  attention;  even  if  they  do  not  show 
their  appreciation  while  in  the  store,  you  may  rest  assured  that  they 
express  themselves  freely  to  friends  and  acquaintances;  if  it  be  just 
one  of  a  sales  force,  always  observing  these  amenities,  they  and 
their  friends  will  see  him  or  her,  ignoring  all  others. 

It  always  pays  a  salesman  to  be  courteous  and  pleasant.  Some 
customers  are  very  hard  to  please;  some  are  easy  buyers  and  know 
just  what  they  want,  others  are  very  changeable. 

A  customer  may  come  to  you  nervous  and  excited,  she  may 
seem  unreasonable;  perhaps  she  has  just  come  from  your  competi- 
tor's store  and  a  salesman  has  been  rude  to  her.  At  first  it  may  be 
very  difficult  to  draw  her  attention  to  the  goods  you  are  trying  to 
sell.  Here  is  where  you  must  be  a  salesman.  You  may  be  able 
to  secure  her  for  one  of  your  best  customers,  and  she  will  tell  you 
how  she  has  been  treated  by  your  competitor.  She  may  send  you 
a  dozen  other  good  customers.  Always  remember,  a  customer 
neglected,  is  a  customer  lost. 

We  keep  "open  house"  through  the  columns  of  the  newspapers; 
we  have  invited  all  to  come  and  see  our  goods.  Let  us  then  consider 
each  as  our  guest  and  accord  him  every  courtesy  and  attention 
extended  by  a  host  to  his  guests. 

Courtesy  may  be  shown  to  customers  in  many  ways.  Not  the 
least  is  that  of  offering  to  take  their  packages  (if  they  have  several), 
and  have  them  put  in  one  bundle,  making  it  easier  to  carry  them. 
Another  courtesy  is  that  of  providing  tired  customers  with  a  seat 
or  stool,  if  one  is  near  so  that  they  may  rest.  This  may  result  in 
benefit  to  the  salesman,  eventually,  for  they  will  spend  the  time 
looking  at  goods.  As  far  as  courtesy  permits,  salesmen  should  culti- 
vate and  manifest  interest  in  their  customers. 

Addressing  Customers.  Well-trained  salesmen  cultivate  the 
faculty  of  remembering  the  names  of  their  customers  until  they 
become  proficient  in  this  respect.  Some  people  have  the  habit  of 
remembering  faces,  while  they  forget  names;  others  remember 
names  but  forget  faces.  The  power  of  remembering  names  and 
faces,  and  rightly  connecting  them,  may  be  increased  by  continual 
practice,  and  this  ability  is  a  strong  and  influential  asset  of  a  salesman. 


274  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Customers  like  to  be  addressed  by  their  names.  When  a  salesman 
is  unfamiliar  with  the  name  of  the  woman  upon  whom  he  waits,  he 
should  address  her  as  "madam."  "Lady"  is  bad  form." 

"How  much  do  you  want  to  pay?"  is  a  question  frequently  asked 
of  the  customer,  and  indeed  one  seldom  spends  an  hour  in  a  store 
without  hearing  it.  This  is  not  only  poor  salesmanship,  but  it  is 
rude  and  impertinent.  It  is  none  of  the  salesman's  business  what 
customers  want  to  pay,  but  the  question  of  his  ability  to  induce  them 
to  make  larger  purchases  is  one  that  should  interest  him  greatly. 
The  percentage  is  small  of  those  who  enter  a  store  with  any  definite 
idea  of  what  they  will  spend.  They  are  usually  influenced  by  the 
salesman,  and  the  goods.  In  scientific  salesmanship  the  practice 
of  questioning  a  customer  is  eliminated  as  far  as  possible.  By  ques- 
tioning customers,  the  salesman  displays  weakness,  lack  of  interest, 
and  indifference  to  his  business. 

"Haven't  got  it."  These  words  were  never  intended  to  be  used 
in  salesmanship.  When  goods  are  called  for,  the  clerk  should  show 
the  article  nearest  like  the  one  desired.  While  it  is  being  examined, 
he  can  tell  by  the  customer's  expression  whether  it  makes  a  favorable 
impression  or  not.  He  should  then  show  the  next  nearest  and  say, 
"That  is  the  nearest  we  have  to  what  you  called  for,"  and  the  cus- 
tomer will  frequently  reply,  "Well,  I  don't  know  but  what  that  will 
be  as  satisfactory."  By  this  method,  the,  clerk  often  surprises  him- 
self with  making  a  sale;  and  whether  he  gets  the  customer's  money 
or  not,  he  has  given  the  impression  of  interest  and  desire  to  please. 
Later,  the  customer  may  return  and  make  a  purchase,  or  send  a 
friend  who  wishes  that  particular  article.  There  is  no  better  method 
of  advertising  than  when  customers  are  in  the  store  to  get  them  to 
look  at  and  examine  goods. 

When  customers  come  into  the  store  and  consume  much  of  a 
salesman's  time,  it  may  be  annoying,  yet  it  is  his  duty  to  have 
patience  with  them.  They  may  be  trying  to  figure  out  how  they 
can  make  their  money  go  the  farthest,  or  solve  some  other  problem, 
or  they  may  be  naturally  slow  and  deliberate.  The  more  patience 
the  salesman  possesses,  with  power  of  concentration,  the  quicker 
he  will  be  able  to  bring  them  to  a  decision.  Customers  should  not 
be  made  to  feel  that  the  salesman  is  pleasant  because  he  is  paid  for 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  275 


being  pleasant.  Instead,  he  should  have  cultivated  a  cheerful  and 
patient  disposition  until  it  has  become  second  nature,  and  so  it 
unconsciously  warms  and  influences  customers. 

When  showing  customers  goods,  the  salesman  should  not  mention 
the  price  until  after  interest  has  been  aroused  in  the  style  and  merit 
of  the  articles  under  consideration.  The  familiarity  with  the  quality 
will  give  an  idea  of  the  value,  and  the  customers  will  not  be  surprised 
at  learning  the  price.  In  salesmanship,  then,  effort  should  be  made 
to  get  customers  interested  in  goods  before  naming  the  price  and 
usually  it  should  not  be  given  until  asked  for. 

When  salesmen  promise  the  delivery  of  goods  in  anxiety  to 
dispose  of  them,  they  sometimes  place  the  shipper  under  obligations 
that  it  is  impossible  for  him  to  meet.  This  should  not  be  done,  as 
it  causes  annoyance  and  friction,  frequently  puts  the  firm  to  expense 
in  sending  them  out  as  a  "special,"  and  the  expense  may  exceed 
the  profit.  The  salesman  is  liable  to  suffer  as  the  result  of  his  care- 
lessness, since  the  customer  may  lose  confidence  in  his  word  at  some 
future  time.  When  a  customer  is  in  a  hurry,  it  is  right  to  accom- 
modate him  if  possible,  but  it  is  best  to  ascertain  if  the  delivery 
can  be  made  before  promising  it.  A  thoughtless  promise  incon- 
veniences the  customer  and  fosters  in  the  salesman  a  careless  and 
shiftless  habit. 

A  careless  clerk,  taking  an  address  wrong,  causes  considerable 
trouble,  not  only  by  disappointing  the  customer,  but  makes  it 
necessary  for  a  second  trip  for  the  driver. 

When  a  salesman  has  a  profitable  line  of  customers,  it  is  a  pleasing 
attention  to  apprise  them  of  the  arrival  of  goods  that  he  is  confident 
will  interest  them;  or  to  notify  them  when  a  special  sale  of  excellent 
values  takes  place.  They  appreciate  this  interest  and  will  manifest 
it  by  purchase  if  possible;  and  the  salesman  is  encouraged  by  the 
disposal  of  his  stock. 

Refunding  Money:  When  a  customer  approaches  a  salesman 
with  an  anxious  expression  upon  her  face,  and  informs  him  that  she 
is  returning  some  goods  and  wants  the  price  refunded,  he  should  say 
politely,  "That  is  all  right."  Then  he  should  send  for  the  head  of 
the  department  or  the  one  whose  duty  it  is  to  adjust  such  matters. 


276  SALESMANSHIP:  THE  FOURTH  PROFESSION 


While  waiting,  let  him  speak  pleasantly  to  the  customer,  putting  her 
at  her  ease,  but  avoiding  discussion.  When  the  manager  arrives, 
the  matter  is  to  be  turned  over  to  him,  and  he  says  little  until  the 
justice  of  the  claim  is  decided.  Should  the  firm  refund  the  money, 
the  customer  is  made  to  feel  that  it  is  just  as  much  a  pleasure  to  give 
it  back  as  it  was  to  receive  it,  for  a  customer  saved  is  as  valuable  as 
a  new  one.  If  the  money  is  refunded  properly,  sometimes  the  person 
will  spend  part,  all  or  more  than  all,  before  leaving  the  store.  When 
a  customer  tries  to  impose  on  the  firm,  returning  damaged  goods, 
it  is  the  rule  not  to  take  them  back.  The  salesman,  however,  should 
speak  pleasantly,  while  giving  this  information  and  try  to  show  the 
customer  the  injustice  of  the  demand. 

Loyalty.  Possibly,  few  salesmen  realize  the  amount  of  money 
spent  each  year  to  hold  regular  customers  and  make  new  ones.  A 
salesman  who  is  always  complaining  about  the  store  and  its  custom- 
ers, is  a  money  loser  for  his  employer,  and  is  tearing  down  the  great 
work  the  management  is  endeavoring  to  build  up. 

The  salesman  should  be  loyal  to  the  firm  that  employs  him,  that 
gives  him  a  position  and  an  opportunity  to  earn  his  daily  bread. 
He  should  not  speak  disrespectfully  of  it,  nor  discuss  its  business  at 
home,  nor  give  valuable  information  to  clerks  of  its  competitors. 

You  will  find  much  valuable  advice  in  the  rules  of  "Old  Cyrus 
Simmons"  in  the  following  story  which  was  told  by  Herbert  Kauf- 
man in  his  lecture  before  the  Minneapolis  Publicity  Club. 

"Old  Cyrus  Simmons"  built  a  sizeable  town  before  he  stopped 
building  wagons.  He  planned  a  great  many  stylish  rigs  in  his  day 
and  some  rules — the  rules  hadn't  much  style  to  'em  but  they  were  as 
solid  as  his  wheels — they  didn't  wobble.  Whenever  a  candidate  for 
future  partnership  stopped  at  the  cashier's  window  for  his  first  week's 
pay-envelope,  in  addition  to  his  wages  he  found  a  little  red  card  of 
rules.  Cyrus  didn't  copyright  the  rules,  so  you'll  get  a  chance  to 
profit  by  them,  too. 

Rule  1.  Don't  lie — it  wastes  my  time  and  yours.  I'm  sure  to 
catch  you  in  the  end  and  that's  the  wrong  end. 

Rule  2.     Watch  your  work,  not  the  clock.     A  long  day's  work 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  277 


makes  a  long  day  short,  and  a  day's  short  work  makes  my  face 
long. 

Rule  3.  Give  me  more  than  I  expect  and  I'll  pay  you  more  than 
you  expect.  I  can  afford  to  increase  your  pay  if  you  increase  my 
profits. 

Rule  4.  You  owe  so  much  to  yourself  that  you  can't  afford  to 
owe  anybody  else.  Keep  out  of  debt  or  keep  out  of  my  shops. 

Rule  5.  Dishonesty  is  never  an  accident.  Good  men,  like  good 
women,  can't  see  temptation  when  they  meet  it. 

Rule  6.  Mind  your  own  business  and  in  time  you'll  have  a  busi- 
ness of  your  own  to  mind. 

Rule  7.  Don't  do  anything  here  which  hurts  your  self-respect. 
The  employe  who  is  willing  to  steal  for  me  is  capable  of  stealing 
from  me. 

Rule  8.  It's  none  of  my  business  what  you  do  at  night.  But 
if  dissipation  affects  what  you  do  the  next  day  and  you  do  half  as 
much  as  I  demand,  you'll  last  half  as  long  as  you  hoped. 

Rule  9.  Don't  tell  me  what  I'd  like  to  hear,  but  what  I  ought  to 
hear.  I  don't  want  a  valet  to  my  vanity,  but  I  need  lots  of  them 
for  my  dollars. 

Rule  10.  Don't  kick  if  I  kick — if  you're  worth  while  correcting, 
you're  worth  while  keeping.  I  don't  waste  time  cutting  specks  out 
of  rotten  apples. 

Test:  There  is  only  one  infallible  test  by  which  your  employer 
or  other  observers  can  judge  of  your  fitness  to  fill  the  ever  vacant 
higher  position,  and  that  is  the  thoroughness  with  which  you  have 
accomplished  your  present  work.  To  do  what  you  have  to  do 
today,  in  the  best  and  most  thorough  way,  requires  that  you  concen- 
trate your  whole  mind  and  employ  the  needed  physical  effort  to  its 
accomplishment. 

To  concentrate  your  whole  mind  upon  the  task  before  you  means 
that  you  are  to  think  of  nothing  else.  Your  own  personal  wrongs 
and  injuries,  schemes  and  aspirations,  must  be  put  aside  until  your 
work  is  completed;  it  alone  requires  your  every  thought.  You  will 
be  notified  when  it  is  time  for  lunch  or  closing.  No  salesman  ever 
yet  won  success  or  promotion  with  one  eye  on  the  clock.  The  winners 


278  SALESMANSHIP:  THE  FOURTH  PROFESSION 


are  invariably  the  men  who  give  no  thought  to  time  or  wages  during 
working  hours.  They  are  so  completely  absorbed  in  the  study  and 
performance  of  their  present  task  that  the  announcement  of  noon 
or  closing  hour  comes  as  a  disturbing  interruption.  Such  men  enjoy 

their  work,  getting  more  as  compensation  than  the  promised  salary. 

* 

His  opposite,  the  one  who  is  frequently  referring  to  his  watch 
or  noting  the  clock,  longing  for  time  to  pass,  that  another  day's 
wages  may  be  added  to  his  pay-roll,  robs  his  employer  of  the  time  and 
thought  he  has  paid  for,  and  defrauds  himself  of  the  pleasure  always 
found  in  earnest  and  concentrated  attention  to  work.  Your  work 
is  not  automatic;  it  requires  all  your  brain  power.  If  you  are  hired 
to  turn  a  grindstone  while  someone  else  sharpens  his  ax,  your  task 
would  require  little  attention;  such  labor  would  be  automatic. 
There  are  many  other  occupations  requiring  no  more  thought  than 
the  turning  of  a  grind-stone,  but  Salesmanship  is  not  one  of  them. 

Natural  Endowments  versus  Culture:  When  you  hear  the 
expression  that  "such  a  man  is  a  natural  born  salesman,  it  means, 
does  it  not,  that  he  is  possessed  of  certain  qualities  which  enable 
him  to  please  the  patrons  of  the  store?  He  knows  the  price  and 
quality  of  the  goods  he  is  expected  to  show  and  sell,  and  can  produce 
what  is  called  for  instantly.  He  regards  each  one  entering  the  store 
as  one  of  "our  guests,"  who  has  availed  himself  of  the  invitation  its 
open  doors  extend  to  all.  He  gives  them  the  attention  they  have  a 
right  to  expect  and  a  hospitality  in  keeping  with  the  character  and 
position  of  the  host,  his  employer. 

You  can  do  the  same;  you  have  the  same  qualities,  perhaps  not 
equally  as  well  developed,  but  they  grow  by  using;  and  then  you,  too, 
will  be  a  "natural  born  salesman."  Intelligent  effort,  backed  by 
energy  and  persistency,  will  in  time  out-distance  all  seemingly 
hereditary  endowments — if  the  latter  are  considered  sufficient 
without  further  cultivation  or  growth. 

There  is  not  another  trade  or  profession  practiced  that  requires 
a  greater  knowledge  of  one's  self,  or  that  demands  the  same  absolute 
self-control  at  all  times,  and  frequently  under  the  most  exasperating 
conditions,  than  does  that  of  retail  salesmanship.  How  does  the 
retail  salesman  do  it?  By  keeping  ever  before  him  the  one  para- 
mount thought:  "I  am  hired  to  sell  goods;  I  am  placed  here  to  sell 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  279 


goods;  I  must  conserve  all  effort,  use  all  the  knowledge  and  tact 
which  I  possess  to  accomplish  the  purpose  entrusted  to  me;  and  that 
purpose  is  selling  goods.  To  succeed,  I  must  and  I  will  direct  every 
word,  thought,  action  or  expression  to  that  end.  I  must  suppress 
any  feeling  of  contempt  for  ignorance,  or  the  exhibition  of  ill-breeding; 
I  must  lead  my  customer  to  the  purchase  of  that  which  I  am  placed 
here  to  sell."  ''I  must  and  I  will  sell  goods"  is  ever  the  prominent 
thought  of  all  successful  salesmen;  all  others  must  be  brushed  aside. 
All  impulses  which,  if  given  utterance,  would  antagonize  the  cus- 
tomer, must  be  repressed. 

"There  is  an  emanation  from  the  heart  in  genuine  hospitality 
which  cannot  be  described,  but  is  immediately  felt,  and  puts 
the  stranger  at  once  at  his  ease."  — Irving 


280  SALESMANSHIP:  THE  FOURTH  PROFESSION 


QUESTIONS 

1.  What  is  the  first  position  offered  a  beginner  who  wants  to  learn 

the  business  in  a  modern  department  store  and  what  are  its 
duties? 

2.  What  advice  is  given  the  young  man  who   has  entered  this 

field  of  Salesmanship? 

3.  How  should  he  conduct  himself  towards  the  customers  he  waits 

on  when  called  to  the  departments? 

4.  What  is  the  one  great  rule  in  a  modern  department  store? 

5.  What  is  the  correct  attitude  in  retail  salesmanship,  and  why? 

6.  What  assurance  does  the  care  and  good  taste  displayed  in  the 

salesman's  dress  give  to  customers? 

7.  Why  is  punctual  attendance  at  a  place  of  business  imperative? 

8.  Why  is  it  important  for  the  salesman  to  know  the  location  of 

every  article  in  his  department? 

9.  Explain  why  the  salesman  should  make  a  study  of  the  arrange- 

ment and  care  of  the  goods  in  his  department? 

10.  Having   mastered  the  details  of  his  own  special   work,   what 

should  he  next  seek  to  become  familiar  with? 

11.  What  is  the  firm  paying  the  salesman  for  besides  his  time? 

12.  Why  should  one  welcome  annoyances  that  give  him  an  oppor- 

tunity to  demonstrate  self-mastery? 

13.  Give  method  of  dealing  with  mental  deformities  you  find  most 

difficult  to  bear  with. 

14.  How  should  customers  be  addressed  and  why  should  the  sales- 

man cultivate  the  association  of  names  and  faces? 

15.  Why  is  it  poor  salesmanship  to  ask  a  customer,  "How  much  do 

you  want  to  pay?"  or  other  similar  questions? 

16.  Name  the  principal  points  in  the  rules  of  Old  Cyrus  Simmons. 

17^  Give  the  one  infallible  test  by  which  ability  to  fill  a  high  posi- 
tion is  judged  and  state  what  is  required  for  its  accomplish- 
ment. 

18.  How  may  one  become  the  equal  of  the  so-called  "natural  born 
salesman"  and  what  is  more  efficient  than  hereditary  endow- 
ment in  this  respect? 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  281 


19.  How  may  the  retail  salesman  keep  absolute  self-control  at  all 
times  under, the  most  exasperating  conditions? 

20.  What  do  you  understand  by  the  quotation  at  the  close  of  this 

lesson? 

Written  Exercise  for  this  lesson. 

State  how  you  would  handle  the  situation  if  you  were  accused  or 
censured  by  an  ignorant  customer. 

Give  your  opinion  of  the  man  who  is  watching  the  clock  and 
compare  the  possibilities  of  his  advancement  with  the  man  who  is 
absorbed  in  the  study  and  performance  of  his  tasks. 


282  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  283 

NOTES 


284  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  XVIII 


THE  SPECIALTY  SALESMAN 

The  field  for  the  Specialty  Salesman  is  a  large  one  containing 
numerous  departments  in  some  of  which  success  is  attained  with  little 
or  no  experience,  while  in  others  the  very  acme  of  Salesmanship 
prevails. 

In  the  wholesale  field  we  find  that  the  salesman's  personal  efforts 
are  more  or  less  confined  to  a  certain  class  of  dealers  handling  the 
article  he  is  selling.  In  the  Retail  field  we  find  that  the  environment 
of  the  salesman  is  usually  limited  to  the  one  particular  store  in 
which  he  is  employed.  The  customer  generally  enters  the  store  to 
purchase  goods  on  sale  there,  and  the  conditions  so  far  as  approach  is 
concerned  are  reversed.  In  the  Special  field  the  approach  or  securing 
attention  is  unquestionably  the  most  important  step  and  unless  the 
customer  is  found  in  a  receptive  mood,  which  is  seldom  the  case,  it 
is  by  far  the  most  difficult  step  to  take  successfully. 

The  salesmen  working  in  the  different  departments  of  the  Special 
field  are  usually  classified  as  'Promoters,  Correspondents,  Adver- 
tisers, Agents,  Solicitors,  and  Canvassers. 

The  foundation,  preparation  for  work,  is  practically  the  same 
as  in  the  wholesale  and  retail  fields,  and  development  remains  along 
similar  lines  until  one  has  definitely  decided  upon  the  particular  de- 
partment to  enter.  Each  department  requires  the  development  of 
certain  distinctive  characteristics  which  are  essential  to  the  special 
work. 


286  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  Promoter,  the  Correspondent,  and  the  Advertiser  represent 
advanced  ability  in  the  Special  field. 

The  titles  "agent"  and  "solicitor"  are  applied  indiscriminately. 
In  some  lines  the  outside  "business  getter"  is  called  an  agent  while  in 
others  he  is  called  a  solicitor,  although  nothing  in  particular  in  the 
work  would  seem  to  indicate  a  distinction.  The  representatives  of 
public  service  corporations  who  are  constantly  soliciting  patronage 
as  in  the  case  of  railroads,  are  called  agents:  The  ticket  agent,  the 
passenger  agent,  the  freight  agent.  The  insurance  solicitor  is  some- 
times called  an  agent,  while  the  real  estate  agent  is  sometimes  called 
a  solicitor. 

The  term  canvasser  is  often  misapplied.  We  often  think  of  a 
canvasser  as  being  one  who  makes  the  house  to  house  canvass,  who 
delivers  his  goods  as  he  sells  them.  Sometimes  he  is  one  who  visits  a 
certain  territory  or  community  for  the  purpose  of  interviewing  the 
residents,  or  to  ascertain  the  prospects  for  a  certain  business.  All 
the  workers  referred  to  are  really  salesmen.  More  and  more  each 
year  they  are  claiming  their  own  and  appropriating  the  title  "Sales- 
men." In  the  past  a  salesman  in  the  wholesale  field  was  thought  of 
as  a  drummer  and  as  a  clerk  in  the  retail  field.  Because  of  this,  the 
business  getter  in  the  special  field  was  inclined  to  avoid  the  appella- 
tion "Salesman,"  with  the  result  that  a  varied  and  confused  list  of 
titles  has  come  into  use. 

Now,  since  the  universal  recognition  of  salesmanship  as  the 
greatest  of  professions,  everyone  whose  work  at  all  approaches  any 
of  the  fields  of  salesmanship  is  proud  to  be  referred  to  as  a  salesman. 

All  that  has  been  said  about  Personal  Character,  Selection  of 
House  to  Work  For,  Contracts,  References,  etc.,  applies  to  the  Spec- 
ialty Salesman.  Personal  Power  is  an  absolute  necessity.  Initiative 
he  must  have,  for  in  the  special  field  one  must  usually  plan  their  own 
campaign  and  work  out  their  own  problems.  Frequently  the  spec- 
ialty salesman  must  act  as  collector  as  well  as  solicitor,  therefore 
he  must  be  financially  competent,  be  able  to  secure  the  cash  as  well 
as  to  sell  the  goods,  to  figure  out  his  territory  so  as  to  cover  it  with 
the  least  expense;  and  find  his  own  customers.  He  is  not  a  piece  of 
machinery;  he  is  not  a  part  of  a  system.  He  is  his  own  rudder,  his 
own  engine,  his  own  hull,  and  his  own  captain. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  287 


SALARY  versus  COMMISSION 

The  amount  of  salary  promised  you  to  start  with  is  not  worth 
considering;  if  you  have  confidence  in  the  house  you  are  to  represent, 
as  you  must  have  to  prove  of  value  to  them  and  to  bring  success  to 
yourself,  we  advise  you  strongly  to  leave  the  matter  of  salary  for 
future  adjustment.  Such  a  course  would  be  logical,  as  neither  your 
employer  nor  yourself  have  any  data  upon  which  to  estimate  the 
value  of  the  time  and  talent  you  have  to  sell,  whereas,  a  month  later 
they  would  know  exactly  what  you  had  earned  for  that  period  and 
could  form  some  estimate  of  your  future  worth;  at  the  same  time 
you  would  be  spurred  on  to  greater  effort  to  make  your  services 
valuable  and  to  demonstrate  your  worth  to  the  house.  This  you  will 
receive  in  back  salary  if  the  question  of  compensation  is  left  in 
abeyance  for  a  while. 

We  recall  one  case  illustrating  the  policy  of  this  course:  Freeman, 
a  young  man  of  our  acquaintance,  with  a  knowledge  of  groceries 
obtained  only  in  the  retail  trade,  was  eager  to  go  on  the  road.  He 
was  introduced  to  Harris,  then  manager  of  a  wholesale  house,  who 
promptly  informed  him  that  he  would  have  to  work  hard  each  day, 
travel  much  at  night,  and  that  they  were  not  paying  above  fifty  dollars 
a  month  to  any  new  man.  Freeman  replied  that  he  was  "game" 
for  the  hard  work,  and  wanted  only  whatever  salary  he  earned  and 
supposed  they  could  determine  that  from  the  amount  of  his  orders; 
anyway  he  was  willing  to  accept  at  the  end  of  the  month  whatever 
they  thought  was  right  and  he  would  be  content,  whether  it  was  fifty 
dollars  or  ten. 

He  went  to  work  on  that  basis,  took  a  week  in  the  wholesale 
house  to  become  acquainted  with  the  goods  and  to  stock  up  on  such 
pointers  as  the  firm  could  give  him.  From  the  first  he  made  new 
customers  and  held  them,  and  for  three  months  never  mentioned 
salary.  However,  Harris  was  afraid  of  losing  him  and  wanted  a  con- 
tract. He  had  it  ready  drawn  up  and  signed  by  the  firm  when  Free- 
man came  in.  It  read  that  "in  consideration  for  his  time  and  services 
as  a  salesman  he  should  receive  from  the  firm  One  Thousand  Eight 
Hundred  Dollars  for  the  first  year,  dating  from  September  6th,"  the 
day  he  was  introduced.  If  he  had  started  out  at  fifty,  as  offered  him, 


288  SALESMANSHIP:  THE  FOURTH  PROFESSION 


the  chances  are  that  he  would  have  continued  at  that  salary  for  at 
least  six  months. 

In  the  Special  field  of  Salesmanship  the  compensation  is  not 
always  in  the  form  of  a  commission  and  so  long  as  you  are  certain 
that  the  per  cent  offered  you  is  equal  to  that  paid  other  salesmen 
handling  the  same  article,  there  is  remaining  only  one  chance  to  sell 
your  time,  and  that  is — in  the  field.  Your  remuneration  depends 
entirely  upon  your  ability  and  the  effort  you  make;  this  is  as  it 
should  be,  and  is  absolutely  fair  to  both  parties. 

We  know  that  there  are  many  men  who  ask,  prefer,  and  some- 
times receive  a  salary  to  start  with — even  in  selling  specialties;  but 
we  are  justified  in  saying  that  the  man  who  could  earn  his  money 
on  this  basis,  could  at  least  double  the  amount  on  commission. 
There  is  no  manufacturer  or  promoter  of  a  specialty  who  will  offer 
in  salary  over  a  quarter — or  at  most  a  third — of  the  amount  which 
he  knows  quite  well  a  good,  live,  hustling  salesman  or  agent  can 
make  in  commissions.  A  man  on  salary  has  to  earn  it  on  a  commission 
basis  or  he  will  not  be  retained,  so  at  the  most  all  he  is  sure  of  is  one 
month's  pay. 

We  estimate  that  there  is  not  one  man  in  a  dozen  who  can,  and 
does,  sell  as  many  goods  for  a  fixed  price  on  his  employer's  time  as 
he  could  and  does  on  a  commission,  where  every  sale  adds  so  many 
dollars  to  his  private  purse. 

Do  you  fear  the  element  of  uncertainty?  The  undefined  salary 
that  increases  in  ratio  to  the  effort?  That  element  offers  also  great 
possibilities  and  promises,  stimulating  you  to  action  and  bringing 
success. 

The  men  who  sell  the  most  goods  usually  prefer  a  straight  com- 
mission, because  they  are  independent  and  can  make  more  money 
than  they  could  on  a  salary  basis.  True,  a  salesman  on  a  straight 
commission  must  furnish  his  own  expense  money,  but  on  a  salary  he 
must  earn  this  expense  money  just  the  same  in  addition  to  his  salary, 
and  there  is  not  the  same  incentive  to  be  economical  when  some  one 
else  pays  the  bill. 

Before  a  salesman  has  become  established,  however,  expense 
money  advanced  on  a  commission  basis  is  the  best  proposition. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  289 


Having  his  expenses  guaranteed  gives  him  confidence  in  the  house, 
his  proposition  and  in  himself,  while  the  possibilities  of  the  com- 
mission are  an  incentive  to  put  forth  all  the  effort  of  which  he  is 
capable. 

THE  APPROACH 

Before  interviewing  a  prospective  customer  whom  you  have  never 
met,  make  it  your  business  to  find  out  all  you  possibly  can  about 
him  and  his  business,  learn  his  name  at  least.  In  small  towns  much 
information  can  be  learned  from  the  Hotel  Clerk. 

You  should  always  carry  cards  with  your  own  name  and  the  name 
of  the  firm  you  represent,  although  it  is  not  always  necessary  to  use 
them.  Do  not  send  in  your  card  if  it  is  possible  to  go  in  with  it. 

We  do  not  think  it  essential  to  have  any  set  form  of  words  for 
introducing  yourself.  Your  own  good  sense  and  the  circumstances 
and  conditions  will  surely  suggest  the  proper  introduction,  always 
remembering  that  first  impressions  are  important  and  that  you 
must  "put  your  best  foot  foremost."  Make  your  introduction 
brief  and  business-like.  State  your  business  with  frankness  and 
fearlessness  and  a  just  amount  of  pride.  Stand  erect  and  carry 
yourself  with  a  poise  that  indicates  good  breeding,  self-control  and 
self-confidence,  and  proper  deference  and  respect  for  the  gentleman 
you  are  approaching. 

Some  veteran  in  selling  service  has  said,  "Never  disturb  a  man's 
pleasure  to  do  business  with  him.  You  can  approach  a  very  busy 
man  at  his  busy  hour,  a  sleepy  man,  a  sorrowing  man,  a  sick  man,  but 
you  have  your  proposition  queered  to  start  with  if  you  attempt  to 
force  business  upon  a  man  during  his  hour  of  recreation  and  pleasure." 
There  is  much  of  good  common  sense  in  the  suggestion.  A  man's 
hour  of  recreation  is  his  own,  in  an  intimate  and  personal  sense. 
He  feels  he  has  earned  it  by  much  sacrifice,  and,  in  a  way,  it  is  his 
compensation  for  the  hard  hours  he  has  devoted  to  business.  To 
snatch  away  this  compensation  is  naturally  to  incur  his  displeasure 
and  build  up  a  barrier  of  prejudice  against  the  intruder.  In  pre- 
senting any  proposition  of  importance,  the  matter  of  time,  place  and 
circumstances  of  the  prospect,  should  receive  the  most  intelligent 
consideration. 


290  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Salesmen  have  been  counciled  never  to  approach  a  buyer  when 
he  is  busy;  it  would  be  better  to  say  when  he  is  engaged.  In  these 
strenuous  times,  when  it  is  almost  impossible  to  find  a  buyer  of  any 
caliber  who  is  not  busy  constantly,  the  salesman  who  follows  this 
precept  will  find  himself  seriously  hampered.  But  the  buyer  may 
not  at  all  times  be  engaged  on  a  piece  of  work  from  which  he  cannot 
be  drawn  without  incurring  his  displeasure  or  causing  him  incon- 
venience, and  no  breach  of  ethics  would  be  occasioned  in  approach- 
ing him  at  such  times,  although  it  is  evident  that  he  is  fully  occupied. 
An  evidence  of  consideration  for  his  time  by  the  salesman  under  such 
circumstances  would  most  likely  be  appreciated  by  the  buyer. 

The  observant  salesman  will  quickly  learn  to  know  at  a  glance 
whether  he  should  approach  his  man  at  once  or  give  him  time  to  dis- 
engage himself  from  the  business  in  hand  before  giving  the  salesman 
attention.  Do  not  make  this  period  too  long.  Remember  that 
your  own  time  is  just  as  valuable  to  you  as  you  are  able  to  make  it. 
If  you  cannot  get  the  attention  of  the  buyer  within  a  reasonable 
time,  it  is  better  to  say  to  him  or  send  him  word  that  you  desire  an 
interview  and  ask  for  an  appointment.  The  average  buyer  at  this 
juncture  will  tell  you  that  he  "is  not  in  the  market"  and  make  glib 
excuses  to  put  you  off  without  an  interview.  Do  not  permit  this. 
Listen  to  his  words  courteously  but  make  it  apparent  to  him  that 
it  will  be  to  his  interests  as  well  as  yours  to  give  you  a  hearing.  If 
circumstances  force  you  to  wait  tediously  for  an  interview,  do  not 
exhibit  impatience.  Hold  your  temper  and  your  dignity.  It  may 
be  that  those  moments  you  are  setting  down  as  entirely  lost  will 
prove  golden  through  your  cultivation  of  some  friendly  sales  clerk 
or  subordinate,  who  will  subsequently  stand  to  you  as  a  friend  at 
Court. 

Having  made  an  engagement  with  your  buyer,  do  not  permit  him 
to  forget  it,  or  disregard  it.  Show  no  over-anxiety,  but  tactfully 
convey  to  the  buyer  that  you  are  putting  your  time  against  his  in 
your  mutual  interests.  If  buyers  are  given  the  impression  that  you 
are  the  kind  of  salesman  that  may  be  put  off  with  the  promise  of  an 
interview,  you  will  lose  much  prestige.  The  measure  of  your  per- 
sistence is,  in  a  way,  the  measure  of  your  confidence  in  the  goods  or 
proposition  you  are  presenting  at  this  point  in  your  approach. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  291 


There  is  a  subtle  thing  called,  for  the  want  of  a  better  name, 
the  "buying  spirit,"  which  the  skilled  salesman  knows  so  well  how 
to  create  or  promote,  but  which  to  the  inexperienced  salesman  is 
baffling  and  elusive.  When  reduced  to  its  lowest  terms,  this  is  simply 
an  attitude  of  mind  on  the  part  of  the  buyer  which  renders  him  pliable 
and  receptive.  This  may  be  kindled  instantly  by  a  remark,  a  by- 
play, an  inquiry,  a  bit  of  humor,  or  some  diverting  incident  that 
puts  the  buyer  and  salesman  at  ease  and  melts  the  ice  of  reserve. 
Salesmen  have  long  used  these  preliminaries  to  cover  the  time  required 
for  opening  up  and  display  of  samples,  thinking  little  of  the  scientific 
value  attached  to  their  little  arts.  But  no  matter  how  much  training 
or  mental  labor  are  expended  on  this  preliminary  play  to  secure 
ease  and  atmosphere,  the  effect  of  it  must  always  be  spontaneous; 
otherwise  it  falls  flat. 

Having  secured  the  attention  of  your  prospect,  make  the  most 
of  it.  Get  right  to  the  meat  of  your  proposition,  using  all  the  earnest- 
ness and  enthusiasm  at  your  command. 

Just  what  part  the  demonstration  plays  in  either  the  preliminary 
or  secondary  stages  of  the  approach  is  entirely  determined  by  the 
commodity  presented;  but  it  is  always  an  important  consideration 
and  all  acquired  skill  in  demonstrating  will  have  its  effect  upon  the 
sale  in  hand.  Broadly  speaking,  however,  the  approach  is  a  mental 
process — the  contact  of  one  intellect  with  another  and  the  greatest 
care  and  study  of  the  salesman  should  be  to  make  that  contact  as 
pleasant  and  harmonious  as  possible.  This  may  seem  a  simple 
matter  to  the  student,  but  the  actual  difficulties  involved  are  suffi- 
cient, to  urge  upon  the  earnest  young  salesman  that  he  re-enforce 
his  personality  and  cultivate  his  natural  abilities,  to  a  point  where 
ease  and  assurance  are  his  habitual  manner. 

The  approach  is  the  entrance  to  the  avenue  of  orders;  and  to 
those  who  would  tread  that  avenue  with  confidence  the  desirability 
of  careful  study,  original  thought  and  preparation  must  become 
increasingly  apparent. 

THE  SELLING  TALK 

In  the  specialty  line  the  reasons  may  be  vastly  multiplied  why 
you  should  be  well  grounded  in  your  information  in  general  and 
talking  points  in  particular. 


292  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Most  specialty  firms  have  looked  well  to  the  furnishing  of  this 
information  for  the  benefit  of  their  salesmen.  Do  not  content  your- 
self with  a  superficial  reading  of  this  printed  matter.  Be  a  "seeker 
after  knowledge."  Read,  ask  questions.  Think,  and  ask  more 
questions.  After  you  are  filled  full  of  the  information  like  a  sponge 
with  water,  get  to  work  and  logically  arrange  your  talking  points, 
using  the  best  and  most  discriminating  judgment  you  possess  in 
placing  the  introduction,  explanation  and  arguments,  so  that  all 
lead  smoothly  to  a  climax  of  conviction  in  the  mind  of  your  customer 
that  he  needs  the  thing  you  are  selling,  that  it  is  a  representative, 
dependable  article  of  its  kind  and  the  price  you  name  is  as  reasonable 
as  goods  of  equal  merit  can  be  produced  for. 

Some  manufacturers  of  specialties  have  what  are  called  "primers" 
or  "selling  talks"  for  the  use  of  their  salesmen.  Do  not  despise 
them  nor  imagine  that  your  use  of  them  will  put  you  in  the  parrot 
class.  Many  times  these  selling  talks  are  prepared  with  the  most 
elaborate  care,  and  the  arguments  and  suggested  demonstrations 
are  more  convincing  than  anything  possible  of  your  own  devising. 
If  not  used  bodily,  they  will  prove  a  large  deposit  of  selling  logic 
that  may  be  liberally  and  profitably  drawn  upon. 

Carefully  review  your  proposition  prior  to  the  interview.  Put 
yourself  in  the  other  man's  place.  Try  to  tear  down  the  argument 
that  you  have  built  up.  If  you  can,  he  may. 

Endeavor  to  work  out  in  your  mind  in  advance  the  probable 
course  of  the  sale.  It  may  not  follow  your  preconceived  ideas,  but 
you  can  keep  the  transaction  moving  along  safe  general  lines  and 
avoid  sidetracks,  which  experienced  buyers  use  to  shunt  off  short- 
sighted salesmen.  Often'  a  word  spoken  without  careful  consider- 
ation means  an  opportunity  gone. 

Your  first  statement  is  of  vital  importance  and  should  be  of 
a  nature  that  at  once  convinces  the  customer  that  it  is  to  his  interest 
to  find  out  what  you  have  for  sale.  The  wording,  of  course,  will 
depend  on  the  nature  of  the  article  or  proposition  you  are  handling, 
but  no  matter  whether  it  is  an  article  for  his  personal  use,  or  one 
that  is  to  be  distributed  or  sold  again,  your  first  statement  must 
interest  him,  must  be  a  solicitation,  with  his  advantage  as  a  central 
feature,  instead  of  your  own. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  293 


At  the  beginning  of  your  conversation  always  talk  with  and  not 
at  or  to  your  customer.  The  introduction  of  your  selling  talk,  should 
be  conversational  in  character  and  remember  that  many  men  like 
to  hear  themselves  talk,  and  that  it  is  wise  for  the  salesman  to  let 
them  do  what  they  evidently  like  to  do,  especially  at  first,  but  to 
so  guide  the  conversation  that  it  does  not  wander  from  the  subject 
in  hand.  By  following  this  course  you  have  the  very  best  chance 
to  find  out  at  first  the  mood  of  your  customer  and  what  he  wants 
to  know  about  your  goods.  This  gives  you  the  key  to  the  situation 
and  you  can  readily  adapt  yourself  to  his  mood  and  your  talk  to 
the  points  in  which  he  will  be  interested. 

When  a  customer  does  not  or  will  not  take  part  in  the  initial 
conversation,  it  is  evident  that  he  has  either  taken  a  dislike  to  the 
salesman  or  that  his  mind  is  wholly  preoccupied.  If  he  asks  a  single 
question  his  interest  has  been  aroused.  If  you  can  get  him  to  talking 
with  you  it  makes  little  difference  what  he  says.  He  may  pass  strong 
criticisms  against  you,  your  goods  and  your  house.  That  makes  no 
particular  difference.  He  is  weak  and  knows  it,  he  is  trying  to 
hide  his  weakness,  and  bluff  you  so  as  to  Misarm  and  conquer  you. 
The  experienced  salesman  understands  this  and  he  knows  that  the 
storm  will  pass  like  a  thunder  storm  in  June  and  that  after  it  has 
passed,  the  day  will  be  all  the  more  pleasant.  Eventually  he  will  be 
as  calm  as  a  morning  in  May  if  he  is  rightly  handled. 

If  you  have  at  all  trained  yourself  to  observe,  you  will  see  some- 
thing somewhere  about  the  store,  factory  or  office  that  may  be 
commended  or  that  clearly  indicates  in  what  special  thing  he  prides 
himself,  and  if  you  make  a  careful  allusion  to  it  you  will  be  agreeably 
surprised  how  quickly  your  customer  responds  and  gives  himself 
to  you  for  a  full  hearing.  A  man  who  can  praise  with  discretion,  can 
usually  reach  the  most  reserved  customer. 

Ask  questions  about  his  business  that  will  give  you  an  oppor- 
tunity to  locate  "the  point  of  contact"  between  him  and  your  goods, 
that  is,  the  thing  that  will  be  most  likely  to  interest  him. 

Your  selling  talk  at  this  point  should  contain  the  outline  of 
your  proposition,  the  main  points  only,  for  the  reason  that  an  outline 
is  easily  grasped  and  holds  the  attention,  while  if  you  undertake  to 
give  the  details  before  the  customer  has  grasped  the  outline,  he  may 


294  SALESMANSHIP:  THE  FOURTH  PROFESSION 


tire  before  you  get  to  the  point  that  would  interest  him,  or  he  may 
not  grasp  the  whole  and  a  disconnected  part  would  fail  to  interest 
him  at  all.  Besides  the  outline  may  interest  him  sufficiently  to  create 
the  desire  and  in  that  case  it  would  not  be  necessary  to  go  into  details; 
by  watching  closely  when  giving  the  outline  you  will  discover  the 
points  that  appeal  to  him  and  this  is  your  cue  for  the  points  on  which 
to  elaborate. 

Answer  all  objections  quietly  and  cheerfully,  giving  reason  why 
the  objections  are  unfounded,  and  when  you  have  answered  an 
objection  satisfactorily,  there  is  an  opportunity  for  closing  which 
should  be  taken  advantage  of  at  once.  It  is  perfectly  proper  to 
suppose  that  if  you  have  satisfied  his  objections  that  he  is  ready  to 
accept  your  proposition. 

Your  selling  talk,  if  properly  prepared,  should  contain  satis- 
factory explanation  for  every  objection  that  would  be  likely  to 
be  made  by  the  customer.  But  do  not  overlook  the  fact  that  buyers 
are  also  trained  men  in  these  days  and  well  acquainted  with  the 
diplomatic  methods  of  the  salesman,  and  ever  ready  to  resist  them. 
You  need  not  expect  that  all  of  his  objections  will  be  covered  or  that 
he  will  consider  them  covered  by  your  presentation.  Objections  are 
his  refuge  and  his  test  of  you  and  your  proposition.  There  is  an  answer 
for  every  objection  urged  against  your  goods  or  proposition  if  you 
will  but  take  the  trouble  to  find  it,  and  it  is  the  duty  of  the  consci- 
entious salesman  to  never  pass  by  an  objection  without  applying  its 
antidote. 

These  objections  naturally  fall  in  the  secondary  stage  of  the 
selling  talk,  or  following  the  outline  and  are  valuable  to  the  salesman 
in  determining  the  distance  that  lays  between  him  and  the  consum- 
mated sale. 

There  should,  however,  be  no  challenging  attitude  on  the  part 
of  the  salesman.  Objections  should  not  be  invited  more  than  is 
necessary  to  learn  the  state  of  the  buyer's  mind.  The  undemonstra- 
tive buyer  must  be  occasionally  spurred,  but  he  is  an  exception. 

Should  you  fail  to  interest  the"  customer  sufficiently  to  secure 
his  order  by  this  preliminary  presentation  you  will  proceed  to  the 
details  of  the  proposition.  Here  is  where  all  the  arguments  in  favor 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  295 


of  the  proposition  that  you  have  stored  up  in  your  selling  talk, 
will  serve  you.  Bear  down  on  the  strong  points.  Push  the  merits 
of  your  goods  for  all  they  are  worth,  argument  after  argument, 
with  enthusiasm  and  earnestness. 

Enthusiasm  is  the  glow  of  truths  which  you  know  and  it  kindles 
your  eye  with  a  new  fire;  it  furnishes  barbs  to  your  words,  it  so  gives 
direction  to  your  sentences  that  they  penetrate  both  the  mind  and 
heart  of  your  listener. 

If  enthusiastic,  you  certainly  will  not  fail  to  be  in  earnest — in 
deadly  earnest.  There  is  no  false  ring  in  genuine  earnestness. 

Your  prospect  must  be  made  to  feel  that  all  you  say  and  do  is 
important  and  essential — of  vital  importance  to  both  of  you.  You 
must  show  your  customer  that  he  really  needs  your  goods.  You 
must  be  very  careful  and  politic  now  or  he  will  array  his  successful 
career  as  a  business  man  against  you.  He  may  have  done  business 
for  years  without  your  line,  so  you  must  appeal  to  him  as  a  business 
man  and  ask  whether  he  could  not  have  done  more,  or  reached 
a  class  of  desirable  customers  or  have  done  "his  work  less  expen- 
sively or  more  fully  out-distanced  his  competitors  if  he  had  had  your 
goods. 

Ask  questions  that  will  lead  him  to  agree  with  you,  to  commit 
himself  in  favor  of  the  proposition.  Make  a  mental  memorandum 
of  the  points  with  which  he  agrees.  They  are  the  points  to  be  repeated 
in  your  closing  arguments.  Fit  your  selling  talk  to  the  occasion  and 
your  customer.  Clinch  every  argument  as  you  go  along  and  be  ready 
to  close  at  any  time. 

Your  enthusiasm  and  earnestness  have  affected  your  prospect. 
It  is  impossible  for  him  not  to  be  affected  with  your  spirit  and  you 
should  converge  all  that  you  have  said  into  immediate  action. 

It  is  hard  for  even  a  hard  headed  business  man  to  turn  away 
from  an  earnest  persistent  salesman. 

In  the  larger  and  best  modern  sense  the  salesman  is  a  teacher; 
you  are  there  to  teach  this  man  something  he  does  not  know  about 
the  goods  you  are  representing.  Do  not  belittle  any  knowledge  he 
may  have;  build  up  on  it,  expand  it;  encourage  him  to  know  more 


296  SALESMANSHIP:  THE  FOURTH  PROFESSION 


by  studying  with  you  in  a  concentrated  way  the  subject  in  hand. 
Take  the  attitude  that  it  will  be  the  most  natural  thing  in  the  world 
for  him  to  buy  the  thing  you  are  offering  if  he  comes  to  know  as  much 
about  it  as  you  do.  Not  that  he  could  not  dp  without  it,  mind  you, 
but  that  he  would  not  wish  to  do  without  it — that  it  would  be  poor 
economy  or  poor  business  to  do  without  it. 

Keep  improving  and  adding  to  your  selling  talk.  As  new  ideas 
come  file  them  away  with  your  reserve  arguments  and  go  over  your 
selling  talk  between  times,  "keep  busy"  with  your  line. 

The  actor  and  impressionist  upon  the  stage  know  that  the  price 
they  must  pay  for  success  in  their  ambition  is  drill — drill — drill. 
Is  it  because  they  are  afraid  they  will  forget  a  word  or  a  part  that 
they  drill?  No, No!  It  is  to  make  dominant  the  part  they  are  rendering. 
It  is  to  store  up  spirit  and  power.  The  law  of  this  is  exercise — 
exercise — exercise  the  brain,  until  when  the  time  for  action  is  at 
hand,  the  switch  being  connected,  the  mind's  currents  flow  with 
speed  and  power,  making  invincible  the  personality. 

The  following  will  serve  to  illustrate  the  value  and  influence 
in  Salesmanship  of  a  persistently  active  center  of  energy  about  the 
article  sold.  The  Leader  was  a  salesman  who  knew  the  value  of 
enthusiastic  presentation,  and  the  necessity  of  keeping  in  active 
touch  with  the  subject.  His  article  was  an  encyclopedia.  He  had 
about  twenty  picked  men  working  for  him.  This  was  an  article 
that  had  to  be  "sold" — that  is,  very  few  of  those  to  whom  they 
made  sales  had  previously  contemplated  buying  such  a  work.  The 
salesman  usually  had  to  create  the  desire  and  close  the  sale  in  the 
same  call. 

He  drilled  his  men  personally,  in  a  "twenty-minute  talk,"  which 
he  had  printed  in  a  pocket  edition.  This  bunch  of  men  he  kept 
scattered  by  twos  in  an  area  of  two  or  three  counties.  He  made 
regular  visits  to  each  pair  of  men  to  stimulate  them  by  his  own 
active  energy.  On  each  visit  he  would  drill  his  men  on  the  "talk" 
and  give  it  with  such  spirit  himself,  and  with  so  much  personality 
thrown  into  it,  that  his  men  would  frequently  say  that  "he  made 
them  want  to  purchase  another  work  themselves." 

He  insisted  upon  them  letting  no  day  pass  without  taking  the 
volumes  from  their  case  and  giving  the  "talk"  to  an  imaginary 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  297 


person  or  the  one  salesman  to  the  other,  if  no  customer  had  been 
canvassed.  His  principles  were  "Keep  alive  to  your  theme."  He 
insisted  upon  his  men  keeping  close  to  the  written  "talk"  that  their 
minds  might  have  the  assistance  of  familiarity  and  drill.  He  was 
a  phenomenal  success,  and  so  were  his  men,  so  long  as  they  had 
his  regular  calls.  He  focused  the  whole  work  in  the  scope  of  the 
"talk,"  and  then  centralized  his  salesman's  forces  in  its  delivery. 
His  center  of  energy  was  the  sale  of  his  encyclopedia,  and  his  success 
was  in  proportion  to  the  centralization  and  intensity  of  his  energies. 

CLOSING  THE  SALE 

"How  to  close?"  No  man  can  answer  that  question.  John 
Sherman,  Secretary  of  the  Treasury  under  President  Hayes,  when 
asked  to  state  how  the  government  could  resume  specie  payment 
January  1,  1879,  replied,  "The  way  to  resume  is  to  resume."  The 
way  to  "close"  is  to  close. 

Closing  is  largely  a  physical  act — a  physical  act  backed  by 
moral  courage.  There  are  able  and  intelligent  men  attempting  to 
sell  life  insurance,  for  instance,  who  tramp  and  talk  for  days  at  a 
time  without  filling  out  a  single  application  and  handing  a  single 
man  the  pen.  Do  they  expect  the  man  to  ask  them  for  the  appli- 
cation? Do  they  suppose"  he  is  going  to  ask  them  for  the  pen?  Do 
they  suppose  he  will  say  "Ye?"  when  they  ask  him  for  insurance? 
Closing  is  a  physical  act.  Do  the  thing.  Hand  the  man  the  pen. 
Insist  on  a  physical  refusal. 

How  does  the  athlete  learn  to  perform  a  difficult  feat?  By 
repeating  the  trial  hundreds  of  times.  How  does  a  football  team 
master  an  intricate  play?  By  trying  it  an  innumerable  number 
of  times.  How  does  the  pianist  learn  to  go  through  a  difficult  selection 
while  his  mind  is  fixed  on  something  else?  By  countless  repetitions 
of  the  same  act.  How,  then,  shall  the  salesman  learn  to  close?  By 
constantly  repeating  the  trial  to  close.  It  cannot  be  learned  by 
reading  essays.  It  cannot  be  learned  (although  this  is  exceedingly 
helpful)  by  seeing  others  do  it.  It  can  only  be  learned  by  constantly 
repeating  the  physical  attempt  until  the  timidity  has  worn  away 
and  the  art  mastered. 


298  SALESMANSHIP:  THE  FOURTH  PROFESSION 


"Closers"  are  winners  the  world  over.  Why  was  J.  Pierpont 
Morgan  a  dominant  force  in  the  world's  finance?  Because  he  could 
close — he  could  make  men  do  things  "now."  Why  was  Henry  H. 
Rogers  a  veritable  magician?  Because  he  made  men  do  things  for 
him  when  he  told  them  to.  Why  has  President  Diaz  been  to  all 
intents  and  purposes  the  king  of  Mexico  for  nearly  a  generation? 
Because  he  told  men  to  do  things  and  they  did  them.  He  is  a  "closer." 

There  is  no  magic  about  closing.  There  is  nothing  hypnotic 
about  it.  It  is  the  moral  courage  to  look  a  man  in  the  eye  and  ask 
him  to  do  a  thing,  as  though  you  were  sure  he  is  going  to  do  it. 
If  the  power  is  not  inborn,  it  can  be  acquired.  But  only  by  continu- 
ous repetition — unceasing  practice.  It  can  be  learned  just  as  any- 
thing else  is  learned. 

When  you  have  brought  your  man  up  to  the  closing  point,  do 
not  be  afraid  to  take  the  order.  Say  something,  do  something  that 
shows  him  that  you  expect  to  get  it.  You  need  not  expect  your 
customer  to  take  the  order  blank  away  from  you  by  force  for  the 
purpose  of  signing  it,  because  he  will  not  be  likely  to  do  so. 

It  is  the  salesman's  place  to  take  the  initiative,  present  the  order 
and  suggest  the  signature.  Take  it  for  granted  that  he  is  going  to 
buy,  and  ask  him  how  he  wants  the  goods  shipped,  or  when  he 
wants  them  delivered,  or  for  a  card  or  letter-head  that  you  may  get 
the  shipping  directions  correct,  etc. 

Train  yourself  to  see  the  psychological  moment  when  the  customer 
is  ready  to  close.  Use  finesse;  with  some  you  will  have  to  bring 
their  vacillating  minds  to  the  physical  act  of  closing  by  taking  it 
for  granted  that  they  have  signified  their  desire  to  do  so.  With 
others  tact  and  an  appeal  to  the  profits  to  be  derived  or  reference  to 
the  points  with  which  they  have  already  agreed. 

Be  careful  you  do  not  talk  the  customer  into  the  sale  and  then 
keep  on  talking  until  you  talk  him  out  of  it,  without  giving  him  a 
chance  to  sign  the  order.  The  interview  with  a  Life  Insurance 
salesman  as  related  by  Mark  Twain  illustrates  this  point.  At  the 
end  of  the  first  ten  minutes  he  said  he  was  worrying  whether  his 
income  would  permit  him  to  take  as  much  insurance  as  he  was  con- 
vinced he  ought  to  carry.  The  agent  talked  on  and  on  and  before 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  299 


the  hour  was  done,  Mark  had  figured  out  several  good  reasons  why 
he  did  not  need  life  insurance  at  all. 

Remember,  the  sale  is  made  in  the  mind  of  the  buyer  and  that 
signing  the  order  is  the  result  or  after  climax.  So  when  you  have 
succeeded  in  convincing  a  customer  that  your  proposition  is  all 
right  and  that  he  needs  the  goods,  but  he  still  holds  back  from  signing 
the  order,  you  can  make  up  your  mind  that  the  fault  is  with  your- 
self, you  have  not  given  him  the  mental  push  that  he  needs  to  affix 
his  signature  to  the  order. 

Waste  no  time  in  taking  your  departure  when  your  business 
is  ended.  Quietly  acknowledge  thanks  for  the  order,  express  your 
hopes  for  future  business,  and  withdraw. 

THE  LIFE  INSURANCE  SOLICITOR 

In  view  of  the  fact  that  Life  Insurance  employes  a  greater  army 
than  any  other  industry  or  interest,  a  few  extra  instructions  for  the 
solicitor  in  this  department  of  the  special  field  will  not  come  amiss. 

It  will  bear  repetition  here  that  in  the  long  run  the  agent  will 
stand  or  fall,  succeed  or  fail,  by  his  ability  to  make  the  business 
pay.  Applications  alone  are  mere  waste  of  paper,  time  and  money. 
Collections  are  golden. 

Many  men  who  are  excellent  solicitors  are  poor  collectors.  The 
successful  insurance  man  must  combine  the  two.  He  must  start 
out  with  this  thought  uppermost  in  his  mind:  Get  cash  with  the 
application.  Get  all  of  the  first  premium,  if  possible.  Get  half  if 
you  can.  Get  $10  if  you  can  do  no  better.  Get  $1,  if  that  is  all  the 
man  can  spare.  Have  some  consideration — some  "clinchers." 

Unfortunately,  it  is  not  always  possible  to  secure  a  cash  deposit 
with  the  application.  Sometimes  it  is  absolutely  necessary  to 
write  a  man  tentatively.  The  application  and  examination  are  the 
entering  wedge.  Some  men's  minds  operate  slowly,  and  they  have 
to  be  led  on  from  one  stage  to  another.  The  agent  gets  the  man 
examined  "to  see  if  he  is  a  good  risk,"  "to  find  out  what  kind  of  a 
policy  the  company  will  issue,"  or  in  order  that  the  man  "may 
see  the  actual  goods  before  buying."  Some  condemn  altogether 
this  conditional  salesmanship.  Certainly  it  is  not  the  ideal  plan. 


300  SALESMANSHIP:  THE  FOURTH  PROFESSION 


At  the  same  time  the  fact  remains  that  a  great  many  million  dollars 
worth  of  insurance  are  sold  in  this  way  every  year.  It  is  a  condition 
that  exists,  and  for  that  reason,  it  must  be  met.  If,  therefore,  the 
agent  is  able  to  get  neither  cash  nor  a  note  with  the  application,  then 
let  him  present  the  policy  to  the  applicant  as  soon  as  practicable 
after  its  issue — the  first  day,  if  possible.  He  must  get  his  settlement 
then.  Let  him  take  part  cash,  if  necessary,  and  a  note  for  the  bal- 
ance. To  let  the  man  have  the  policy  "for  inspection"  or  to  "call 
again  the  first  of  the  month"  is  usually  fatal.  The  time  to  nail  down 
the  transaction  is  while  you  have  the  hammer  in  your  hand  and  the 
canvas  stretched.  The  same  conditions  may  never  arrive  again. 
The  man  who  leaves  a  network  of  contingencies,  a  maze  of  "ifs"  and 
an  unsightly  mass  of  ragged  edges  to  his  business  is  slated  for  failure, 
whether  he  be  a  life  insurance  solicitor  or  a  banker.  "Now  is  the 
accepted  time;"  now  is  the  moment  to  bring  the  matter  to  a  head. 

This  is  the  first  great  principle  of  life  insurance  salesmanship. 

The  second  is  that  The  Agent  Must  Operate  Himself.  The 
average  man  is  not  self-sustaining.  The  statistics  of  commercial 
agencies  show  that  ninety-five  per  cent  of  those  who  try  to  run  their 
own  business  fail.  Some  men  are  good  bookkeepers — prompt, 
methodical,  careful  and  honest,  but  the  man  higher  up  does  their 
thinking  for  them.  They  are  pieces  of  machinery.  Some  men  are 
good  traveling  salesmen  for  commercial  houses.  They  have  a  list 
of  towns  to  make  in  a  certain  specified  time.  In  each  of  these  towns 
they  have  certain  individuals  or  firms  to  call  upon.  They  have  more 
chance  for  individual  initiative  than  the  bookkeeper,  but  their  work 
is  more  or  less  mapped  out  for  them.  But  not  so  in  life  insurance. 
The  salesman  here  receives  very  few  of  these  helps.  He  must  plan 
his  own  work,  find  his  own  customers  and  do  his  own  collecting. 

The  man  who  operates  his  own  plant,  keeps  his  own  hours  and 
furnishes  his  own  motive  power  must  above  all  things  work.  If 
the  prospective  agent  has  a  lazy  bone  in  his  body  let  him  shun  life 
insurance.  The  opportunities  for  loafing  are  infinite,  and  its  tempta- 
tions almost  irresistible.  Its  freedom  is  its  danger.  The  agent  is 
taken  from  his  office  or  route  and  turned  loose  on  the  street  without 
chart  or  compass.  At  first  he  has  some  familiar  landmarks  to  guide 
him.  He  has  his  friends  to  solicit.  The  novelty  of  the  situation 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  301 


exhilarates  him.  But  he  cannot  always  plow  along  with  bellying 
canvas  and  "a  bone  in  his  mouth."  His  stock  of  friends  will  run 
out.  He  will  get  becalmed;  the  sails  will  flap  idly;  he  will  drift. 
Then  must  he  use  his  own  power.  Then  must  he  place  fire  under 
his  own  boilers  and  get  up  his  own  steam.  If  there  are  no  engines 
in  his  hull,  it  does  not  necessarily  mean  that  he  is  a  failure  in  life. 
It  simply  means  that  he  belongs  in  the  barge  class  and  must  be  towed. 
In  his  proper  function  he  may  be  able  to  carry  an  enormous  burden, 
but  in  life  insurance  he  is  a  failure. 

But  it  is  not  enough  that  the  agent  be  willing  to  work.  Some 
men  wear  themselves  out  flying  incessantly  about,  accomplishing 
nothing.  Work  to  be  effective  must  b'e  intelligent.  The  agent  must 
employ  a  system. 

Success  is  having  a  plan  and  sticking  to  it.  -It  is  futile  to  attempt 
to  outline  any  specific  method.  Doubtless  the  most  simple  and 
effective  plan  is  to  secure  a  small  filing  case,  and  employ  the  card 
system.  At  least  one  firm  manufactures  a  cheap  filing  case  planned 
especially  for  insurance  solicitors.  For  about  a  dollar  an  ordinary 
case  with  blank  cards  may  be  secured  from  any  of  the  standard 
manufacturers.  If  the  client  says,  "Call  January  1st,"  put  that 
memorandum  under  that  date,  and  call.  If  it  is  deemed  advisable 
to  jog  his  memory  in  the  meantime,  place  a  memorandum,  say, 
under  December  15th,  "Write  Smith  about  January  appointment," 
or  something  of  the  kind.  These  are  mere  hints.  The  agent  must 
work  out  his  own  system. 

As  success  depends  on  constantly  enlarging  one's  acquaintance, 
it  is  important  to  keep  a  record  of  all  acquaintances  made.  Unless 
the  agent  has  the  rare  gift  of  being  able  to  remember  both  names  and 
faces,  it  will  be  necessary  to  go  over  these  cards  frequently  in  order 
that  the  associations  may  be  fixed  and  the  man  called  by  name 
promptly  and  genially  when  he  is  met. 

A  careful  record  should  be  kept  of  all  past  clients.  They  are 
one's  chief  avenues  of  new  business.  There  are  old  insurance  men 
who  are  now  going  about  insuring  the  sons  of  former  clients. 

It  is  necessary  to  classify  "prospects"  by  locality  as  well  as  by 
dates.  Otherwise  one  will  find  himself  wasting  time,  shoe  leather 


302  SALESMANSHIP:  THE  FOURTH  PROFESSION 


and  car  fares.  It  is  a  good  idea  to  have  with  you  the  names  of  all 
prospective  clients  in  a  given  locality  when  the  place  is  visited.  The 
point  is  that  the  agent  must  work  with  his  head  as  well  as  with  his 
heels. 

The  Solicitor  must  know  what  he  is  going  to  do  when  he  starts 
out  in  the  morning.  "Always  plan  your  next  day's  work  the  night 
before."  The  man  who  settles  down  in  his  chair,  pencil  in  hand  to 
outline  his  day's  work  at  9  o'clock  in  the  morning  is  tempting  fate. 
The  first  thing  he  knows  that  very  card  system  that  was  to  have 
been  his  salvation  will  prove  his  curse.  He  will  spend  the  forenoon 
elaborating  theories  and  finding  excuses  for  attending  to  one  more 
detail  before  putting  on  his  hat  and  closing  the  door  behind  him. 
Start  out  bright  and  early,  with  a  definite  plan,  and  hold  to  it  grittily. 
In  time  it  will  become  a  habit. 

A  fe.w  practical  maxims  may  be  added  by  way  of  conclusion: 

Adapt  the  policy  to  the  man's  needs.  Do  not  try  to  sell  "pro- 
tection" when  the  man  needs  "investment."  Be  ingenious  in  ad- 
justing your  proposition  to  his  condition.  Show  him  how  his  wife 
can  be  taken  care  of  by  installments.  Show  him  how  the  education 
of  his  children  can  be  provided  for.  If  he  is  a  confirmed  bachelor, 
show  him  the  annuity  feature.  Be  expert  in  creating  the  want. 

Be  serious.  It  is  all  right  to  be  a  good  mixer.  It  is  all  right  to 
be  a  good  story-teller  and  jovial  companion.  But  when  it  comes  to 
the  sale  of  a  policy,  the  situation  must  be  serious.  It  is  a  problem 
of  life  and  death.  It  is  a  problem  of  the  man's  future.  Be  honest, 
sincere,  sympathetic.  "Work  the  soft  pedal,"  but  do  it  honestly. 

Because  of  this  seriousness  and  for  other  reasons,  avoid  trying 
to  close  a  client  with  other  people  in  the  room.  Try  to  secure  an 
absolute,  uninterrupted  and  exclusive  interview.  Any  distracting 
incident  may  interrupt  the  train  of  thought  and  spoil  the  case. 
Besides,  men  are  ashamed  to  sign  before  others.  They  are  afraid 
people  will  think  they  have  been  "talked  into"  it. 

Let  everybody  know  your  business.  Adroitly  get  people  to 
talking  about  insurance  in  an  abstract  way.  It  is  an  interesting 
subject.  Everybody  enjoys  hearing  about  it.  If  you  are  one  of 
four  or  five  at  a  table,  relate  some  amusing  insurance  experience. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  303 


It  will  start  the  ball  rolling.  Everybody  will  contribute  something 
to  the  conversation.  You  will  pick  up  clients  in  this  way.  You 
have  accomplished  your  purpose  without  boring  people. 

Try  to  find  untapped  lines.  Try  to  get  at  the  man  out  of  sight. 
The  man  in  the  front  row — the  man  in  plain  sight — is  canvassed  to 
death.  There  is  usually  a  good  fellow  with  a  first-class  income 
"in  back"  who  doesn't  see  insurance  men.  They  do  not  know  he 
is  there.  Get  the  entree  to  some  factory  employing  skilled  mechan- 
ics. Burrow.  Don't  skim  along  the  surface. 

Specialize  your  work.  If  you  have  good  success  with  a  certain 
class  of  people,  stick  to  them.  Learn  to  think  their  thoughts  and 
talk  their  language.  To  sell  liverymen  or  horse  dealers,  one  must 
be  able  to  "talk  horse."  By  doing  this  one  learns  the  habits  and 
haunts  of  the  people  he  is  working  among.  One  man  has  made  a  spec- 
ialty of  the  coachmen  in  New  York  for  years;  another  the  trained 
nurse;  another  never  leaves  the  Produce  Exchange. 

Do  not  chase  yourself  around  in  a  circle  with  the  old  list  of 
barnacles  that  you  have  deluded  yourself  into  calling  "prospects." 
Nineteen  out  of  twenty  of  them  will  disappoint  you.  Keep  exploring 
new  fields  and  finding  new  clients.  It  is  the  experience  of  the  most 
successful  writers  that  the  great  majority  of  cases  are  closed  on  the 
first  real  interview.  Many  men  promise  for  two  months  ahead 
because  they  haven't  the  courage  to  say  "No." 

Do  not  belittle  or  joke  about  your  vocation.  Do  not  permit 
others  to  do  it.  Your  business  is  as  honorable  as  his  and  a  great 
deal  more  important.  Tell  the  man  courteously  what  you  think 
of  him.  You  do  not  need  his  business.  There  are  about  80,000,000 
other  people  in  the  United  States.  Besides,  to  stand  on  one's  dignity 
in  the  right  way  is  often  the  best  way  of  making  a  staunch  friend. 

Life  insurance  salesmanship  is  exceedingly  difficult.  Its  com- 
petition has  been  conducted  upon  lines  that  are  altogether  wrong. 
It  suffers  from  its  newness.  Within  the  medical  and  legal  pro- 
fessions there  has  gradually  grown  up  a  code  of  ethics.  Such  and 
such  an  act,  they  say,  is  "unprofessional."  This  is  the  result  of 
generations,  of  centuries.  The  absence  of  this  is  the  disadvantage 
of  life  insurance.  But  there  is  no  business  in  the  world  where  a 


304  SALESMANSHIP:  THE  FOURTH  PROFESSION 


man,  absolutely  without  capital,  can  start  in  and  build  up  for  himself 
as  sure  a  future.  With  the  large  companies  it  affords  vast  oppor- 
tunity for  promotion.  So  many  men  dislike  the  business  that  the 
ablest  young  men  seek  other  vocations.  That  lessens  the  competi- 
tion for  place  from  within.  The  problem  with  some  of  the  large 
companies  is  not  "Where  can  we  find  a  place  for  this  or  that  man 
but  "Where  can  we  find  a  man  for  this  or  that  place?"  The  com- 
petent agent  who  will  stay  by  his  company  for  ten  years  is  absolutely 
sure  of  his  future.  But  there  is  no  blinking  the  fact  that  there  are 
dark  days  at  the  start.  Grit  and  staying  powers  are  what  win  the 
battle. 

"Seest  thou  a  man  diligent  in  his  business?  He  shall  stand 
before  kings.  He  becometh  poor,  that  dealeth  with  a  slack 
hand,  but  the  hand  of  the  diligent  maketh  rich." 

— Old  Testament 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  305 


QUESTIONS 

1.  In  the  special  field  of  Salesmanship,  which  of  the  three  steps 

to  the  sale  is  the  most  important,  and  most  difficult  to  take 
successfully? 

2.  Name  the  workers  in  the  special  field  as  they  are  usually  classi- 

fied and  state  which  of  them  represent  advanced  ability. 

3.  Explain  the  application  of  the  titles  "agent"  and  "solicitor." 

4.  What  particular  qualities  are  mentioned  as  a  necessity  to  the 

Specialty  Salesman  and  why? 

5.  Give  the  reason  for  leaving  the  matter  of  salary  for  future 

adjustment  when  beginning  a  new  line  of  specialty  work. 

6.  Upon  what  does  the  amount  of  the  salesman's  remuneration 

depend? 

7.  What  is  the  best  proposition  for  a  salesman  before  he  has  be- 

come established? 

8.  What  should  a  salesman  do  before  interviewing  a  prospective 

customer  whom  he  has  never  met? 

9.  Explain  the  proper  attitude  of  the  salesman  in  making  the  ap- 

proach? 

10.  State  the  reasons  for  not  approaching  a  man  during  his  hour 

of  recreation. 

11.  Should  the  buyer  tell  you  that  "he  is  not  in  the  market"  and 

seek  to  put  you  off  with  excuses,  what  is  to  be  done? 

12.  How  should  the  selling  talk  be  arranged? 

13.  Why  should  the  salesman  memorize  the  selling  talks  furnished 

by  the  manufacturer  or  house  he  represents? 

14.  Explain  the  nature  of  the  first  statement  and  why  is  it  im- 

portant. 

15.  What  should  the  first  part  of  the  selling  talk  embrace  and  why? 

16.  When  and  how  should  objections  be  answered,  and  when  should 

preparation  for  answering  them  be  made? 

17.  State  the  only  way  in  which  the  salesman  can  learn  to  be  a  good 

closer. 

18.  What  are  the  first  and  second  principles  of  li£e  insurance  sales- 

manship? 


306  SALESMANSHIP:  THE  FOURTH  PROFESSION 


19.  How   should  the   life   insurance   solicitor   plan   his   work,    and 

why? 

20.  Give  four  practical  suggestions  to  the  life  insurance  salesman. 

Written  Exercise  for  this  lesson. 

Select  anything  in  the  specialty  line,  either  manufactured  article, 
insurance  or  bonds,  from  the  advertising  pages  of  a  current  magazine. 
Assume  that  you  have  been  engaged  to  sell  it.  Write  a  selling  talk 
including  the  introduction  and  successful  closing  of  a  sale,  and 
satisfactorily  dispose  of  several  objections  that  could  be  made  to 
its  purchase. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  307 

NOTES 


308  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  309 

NOTES 


310  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  XIX 


THE  PROMOTER 

While  the  Promoter  is  a  Specialty  Salesman,  he  might  properly 
be  classed  as  a  Graduate  of  Salesmanship. 

The  promoter  is  the  creator  or  organizer,  and  although  anyone 
who  initiates,  organizes,  or  builds  up  a  business  of  any  kind  may 
properly  come  under  this  designation,  the  name  is  usually  given 
to  those  men  who  confine  their  work  in  this  field,  to  the  formation 
and  financing  of  new  corporations  or  joint  stock  companies,  to 
the  reorganization  of  companies  already  established,  or,  to  the 
combination  or  consolidation  of  two  or  more  existing  companies 
in  the  same  line  of  business,  either  by  creating  a  trusteeship  for  their 
stock,  by  an  agreement  to  unify  and  harmonize  their  administra- 
tion, or  by  the  merging  of  all  into  a  new  company. 

A  promoter,  to  be  successful  in  anyone  of  the  three  divisions, 
or  in  all,  must  be  the  possessor  of  a  wide  practical  knowledge  and 
experience.  He  may  conduct  his  operations  on  his  own  account 
or  his  services  may  be  engaged  by  others.  When  he  is  operating  on 
his  own  account  he  is  quite  frequently  a  buyer  as  well  as  a  salesman. 
He  then  conducts  the  enterprise  from  initiation  to  completion,  and 
controls  the  basis  or  foundation  upon  which  the  new  corporation  is 
built. 

This  basis  may  be  in  the  financial,  industrial  or  commercial 
fields,  alone,  or  in  all  of  them  combined.  It  may  consist  of  a  natural 
or  public  right  or  franchise  from  a  municipality  or  state  for  the  use 
of  its  streets  or  highways  in  the  establishment  and  operation  of 
a  public  service,  such  as  railways,  steam  or  electric,  telegraphs, 
telephones,  electric  light  or  power  plants,  water  canals,  power  or 


312  SALESMANSHIP:  THE  FOURTH  PROFESSION 


service  works,  gas  works,  etc.;  it  may  be  a  natural  deposit  of  oil, 
coal  or  minerals,  or  a  natural  water-power  from  which  electrical 
energy  may  be  produced,  such  deposits  or  power  being  owned  by 
the  government,  or  by  private  individuals;  or  it  may  be  a  new  in- 
vention in  a  hitherto  unexplored  field,  in  mechanical,  electrical  or 
manufacturing  machinery. 

Before  the  promoter  can  proceed  with  the  exploitation  of  any  of 
these  rights,  deposits,  powers  or  inventions,  he  must  obtain  control 
or  ownership,  by  legislation,  purchase  or  other  means.  This  fre- 
quently requires  executive  ability  of  the  very  highest  order,  good 
judgment,  tact,  finesse,  unlimited  energy  and  push,  and  an  exhaustive 
knowledge  of  the  thing  to  be  acquired,  as  well  as  the  uses  to  which 
it  may  be  put. 

He  should  be  fully  conversant  with  the  provisions  of  existing 
laws  relating  to  his  subject,  and,  in  presenting  his  proposition,  be 
able  to  set  forth  in  a  concise  and  convincing  manner,  its  merits  and 
the  advantages  which  will  accrue  to  the  public,  or  to  the  stockholders 
in  the  enterprise,  from  the  establishment  of  the  service.  As  this 
frequently  calls  for  public  addresses,  he  should  cultivate  and  perfect 
his  talents  in  that  direction. 

Franchise.  A  franchise  for  the  establishment  and  operation  of 
a  public  service  is  rarely,  if  ever,  given  to  a  corporation  sole,  or  one 
composed  of  a  single  individual,  our  laws  relating  to  corporations 
contemplating  only  the  formation  of  corporations  aggregate,  or  those 
composed  of  three  or  more  individuals.  The  promoter  must  there- 
fore first  incorporate  his  joint  stock  company  and  then  apply  for  the 
franchise  in  its  name. 

The  laws  of  the  different  states  regulating  the  incorporation  of 
stock  companies  vary  greatly  in  the  advantages  and  disadvantages 
offered  to  their  stockholders;  so  it  is  necessary  that  the  promoter 
should  possess  full  information  regarding  such  laws,  that  he  may 
determine  in  which  state  the  articles  of  incorporation  should  be 
filed.  Capital  is  said  to  be  timid,  and  the  amount  of  stock  subscrip- 
tions to  a  company  quite  often  depends  upon  a  proper  and  safe  in- 
corporation in  which  the  risk  of  loss  is  minimized. 

As  his  continued  success  depends  entirely  upon  the  success  of 
the  companies  promoted  by  him,  it  is  essential  that  each  one  be  built 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  313 


upon  a  secure  foundation,  which  includes  not  only  the  form  of  in- 
corporation to  be  used,  but  the  individuals  who  are  to  be  associated 
in  the  company. 

Associates.  In  choosing  his  associates  in  the  contemplated  enter- 
prise the  promoter  should  exercise  the  greatest  care  to  see  that  they 
are  congenial  to  each  other.  Before  he  begins  negotiations  with 
capitalists  from  whom  he  desires  subscriptions  to  the  stock,  and  who 
are  strangers  to  him,  he  should  secure  the  assistance  of  some  well 
known  man  in  the  community,  of  good  reputation  and  business 
ability,  to  aid  him  in  interesting  the  proper  persons  in  the  proposi- 
tion. Such  a  man  will  be  conversant  with  the  financial  strength 
of  the  citizens  of  his  locality,  as  well  as  with  their  personal  relations 
to  each  other. 

The  promoter  must  provide  himself  with  credentials  from  well 
known  and  responsible  individuals  or  institutions,  attesting  his 
financial  standing,  business  integrity  and  ability  in  his  field  of  work. 

To  economize  time  and  effort  in  presenting  his  proposition  to 
different  stockholders,  a  meeting  of  all  of  them  should  be  arranged, 
at  which  the  subject  can  be  presented  and  discussed  fully.  In  making 
his  presentation  the  promoter  should  make  a  brief  statement  of  what 
it  is,  what  it  has  done,  and  will  do,  and  what  financial  return  may 
reasonably  be  depended  upon;  being  prepared  to  answer  fully  and 
truthfully  all  questions  relating  to  it. 

These  questions  will  naturally  be  as  to  the  legality  of  patents, 
if  any  are  involved,  cost  of  obtaining  franchise,  amount  of  money 
required  to  launch  the  undertaking  successfully,  methods  and  cost 
of  administration,  including  cost  of  necessary  materials,  labor,  etc., 
strength  and  business  of  competing  companies,  if  any  exist,  market 
or  demand  for  manufactured  product  or  service,  promoter's  fees, 
etc. 

The  fuller  the  information  possessed  by  the  promoter  and  the 
more  comprehensive  his  answers,  the  better  will  be  his  prospects  for 
the  successful  organization  of  a  company.  Moneyed  men  are  usually 
exceedingly  careful  in  making  investments.  If  the  proposition  has 
merit  in  it,  as  it  must  have,  the  fuller  the  investigation  at  the  start 
the  better  it  will  be  for  all  concerned. 


314  SALESMANSHIP:  THE  FOURTH  PROFESSION 


In  the  early  days  of  our  commercial  and  industrial  development, 
franchises  for  public  service  corporations  were  not  held  to  be  valu- 
able, and  could  be  had  for  the  asking;  but  as  our  population  increased 
and  the  uses  for  the  various  things  for  which  franchises  were  given 
became  more  general,  bringing  larger  and  larger  returns  to  the  stock- 
holders in  the  companies  owning  such  franchises,  state  and  municipal 
legislative  bodies  came  to  realize  the  value  of  these  rights  and  began 
the  enactment  of  laws  providing  a  monetary  compensation  to  the 
people  in  exchange  for  the  franchise;  such  compensation  being  usually 
a  percentage  of  the  gross  earnings  of  the  operating  company. 

The  applicant  to  a  municipal  council  or  state  legislature,  for  a 
franchise  of  any  kind,  can  always  be  assured  of  an  abundance  of 
opposition,  coming  from  the  people  at  large,  from  companies  already 
in  the  field  or  from  both  sources.  He  must,  therefore,  be  alert,  fully 
prepared  to  meet  successfully  all  obstructive  measures  and  argu- 
ments. 

A  social  standing  with  the  individuals  composing  the  legislative 
body  should  not  be  neglected.  To  make  this  beneficial  the  promoter 
should  be  a  close  student  of  "human  nature."  The  members,  coming 
as  they  do,  from  all  the  different  classes  of  the  community,  the  proper 
treatment  to  be  accorded  each  one  will  necessarily  be  gauged  by  his 
social  environment  and  his  station  in  life. 

When  the  basis  of  the  proposed  enterprise  consists  of  real  prop- 
erty, as  a  deposit  of  oil,  minerals,  etc.,  or  of  a  natural  water-power, 
the  preliminary  work  of  the  promoter  usually  consists  in  acquiring 
control  of  the  property,  either  by  lease  or  purchase,  or  securing  an 
option  for  its  purchase  to  run  a  sufficient  length  of  time  to  enable 
him  to  arrange  for  its  sale  to  the  company  to  be  organized/ 

Depending  upon  the  nature  of  the  enterprise  and  the  class  of 
business  to  be  conducted,  it  may  be  necessary,  in  addition  to  acquir- 
ing control  of  the  property,  to  acquire  options  for  certain  subsidiary 
privileges,  such  as  rights-of-way,  over  or  under  adjoining  property 
for  railroads,  canals,  telegraph  or  telephone  lines,  etc.  It  quite 
often  happens  that  such  privileges  constitute  almost  the  entire 
economic  value  of  the  proposition.  In  the  majority  of  cases  the  ac- 
quiring of  these,  demands  the  exercise  of  the  highest  business  ability, 
great  ingenuity  and  caution. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  315 


As  it  is  of  the  greatest  importance  that  all  titles  to  lease  or  free- 
holds, or  rights-of-way,  etc.,  be  absolutely  free  from  flaws,  the  pro- 
moter should  secure  the  services  of  a  competent  legal  adviser  to  over- 
see and  direct  all  negotiations  for  change  of  control  or  ownership  of 
the  property  or  rights  in  question.  The  legal  adviser  should  be  con- 
sulted freely,  not  only  in  the  matters  just  mentioned,  but  in  all 
stages  and  phases  of  the  enterprise. 

Law  is  "a  rule  of  action,"  and  it  is  essential  to  know  what  the 
rule  may  be  which  will  apply  to  any  contemplated  action,  before  its 
initiation,  rather  than  after  its  completion,  as  we  are  then  quite 
likely  to  find  that  on  account  of  our  lack  of  knowledge  of  the  rule,  we 
have  made  errors  which  entirely  neutralize  our  efforts  and  our 
expenditures  of  money  and  time  for  the  attainment  of  the  desired 
object. 

It  may  also  be  necessary  to  arrange  in  advance  for  a  flo- 
tation of  the  bonds  of  the  new  company,  should  more  capital,  in 
addition  to  that  derived  from  the  sale  of  its  stock  be  required.  The 
promoter  must,  therefore,  have  his  connection  with  the  financial 
centers  of  the  country  well  established,  and  must  have  full  knowledge 
of  all  the  different  classes  of  bonds  marketed  in  such  centers  as  well 
as  a  knowledge  of  the  difference  between  the  "preferred"  and  "com- 
mon" stock  of  an  incorporated  company,  and  the  rights  and  privi- 
leges accruing  to  each. 

Reorganization.  The  promoter  engaged  in  reorganization  of 
existing  companies  must  be  the  possessor  of  peculiar  talents.  A 
person  who  makes  a  specialty  of  effecting  these  reorganizations  is 
sometimes  called  the  "Business  Doctor,"  as  it  is  necessary  for  him 
to  adopt  the  same  line  of  procedure  taken  by  the  physician  in  his 
efforts  to  locate  and  correct  lesions  in  the  structure  or  functions  of 
the  human  body. 

That  is,  he  must  first  "diagnose"  the  case,  and  locate  the  disease 
and  then  suggest  or  apply  the  indicated  remedy  or  treatment,  which 
may  be  somewhere  between  the  boundaries  of  extirpative  surgery 
and  change  of  climate. 

To  successfully  accomplish  this  result  the  promoter  must  have 
a  more  extensive  and  more  strenuous  education  than  that  usually 
given  to  the  physicians  of  any  other  school  of  practice. 


316  SALESMANSHIP:  THE  FOURTH  PROFESSION 


When  located,  the  trouble  may  be  found  to  be  due  to  a  defect  in 
the  articles  of  incorporation,  restricting  the  operations  of  the  com- 
pany to  too  limited  a  field;  to  a  faulty  organization  of  the  officers  and 
employees,  developing  friction  and  minimizing  their  working  ca- 
pacity; to  a  lack  of  capital,  preventing  the  covering  of  adequate 
territory  and  the  providing  of  proper  working  facilities;  poor  ma- 
chinery, unsuited  to  the  production  of  marketable  goods  or  service; 
inadequate  transportation,  hindering  the  prompt  delivery  of  finished 
product;  too  much  competition  forcing  low  prices;  wrong  geograph- 
ical situation,  in  relation  to  the  markets  to  be  reached;  antiquated 
and  wasteful  methods  of  administration  compared  with  those  em- 
ployed by  competitors;  or  to  a  number  of  other  causes  which  it  is  not 
necessary  to  enumerate  herein. 

But  whatever  the  cause  may  be,  the  "Doctor"  must  find  it,  and, 
as  it  is  frequently  obscured  by  a  combination  of  contributing  factors, 
its  location  is  quite  likely  to  call  for  the  closest  study  and  inspection 
on  his  part;  but  when  he  has  solved  this  part  of  the  problem,  he  must 
turn  his  attention  to  the  selection  of  the  remedy,  which,  although  it 
may  be  clearly  indicated,  is  sometimes  exceedingly  difficult  to  com- 
pound and  apply  to  get  the  best  results,  demanding  the  exercise  of 
his  best  thought  and  ability;  as,  for  instance,  it  may  be  necessary  to 
recommend  discontinuing  the  services  of  some  principal  executive  em- 
ploye, who  is  connected  by  ties  of  consanguinity  with  some  of  the 
heaviest  stockholders,  but  who  is  not  suited  to  the  work  he  is  attempt- 
ing to  perform.  This  is  always  an  embarassing  question  to  discuss 
and  dispose  of. 

Or  it  may  be  necessary  to  recommend  that  greater  freedom  of 
action  be  given  to  managers,  as  great  harm  may  be  done  by  a  carping 
and  too  officious  superior  officer.  These,  and  other  recommendations 
which  could  be  cited,  require  great  tact  in  their  presentation,  and 
usually  demand  the  support  of  calm,  clear,  incisive  argument,  which 
must  be  delivered  in  a  manner  that  will  not  arouse  the  antagonism  of 
any  interest  involved. 

Combinations.  The  different  methods  employed  to  effect  a 
combination  to  increase  the  net  earnings  of  a  group  of  companies 
engaged  in  the  same  line  of  business,  are  many,  and  range  from  the 
so-called  "Gentlemen's  agreement"  or  verbal  contract  between  the 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  317 


managers  of  the  several  institutions,  covering  a  division  of  territory, 
selling  prices,  etc.,  through  various  pooling  of  earnings  arrangements, 
establishment  of  trusteeships  or  "trusts"  and  "holding"  companies, 
to  the  actual  merger  of  all  the  companies  into  one  large  institution, 
the  object  sought  being  attained  by  the  reduction  of  expense  of  oper- 
ation consequent  to  the  modification  or  elimination  of  competitive 
methods. 

The  work  of  the  promoter  in  this  division  of  the  field  is  peculiarly 
intricate,  and  demands  the  most  comprehensive  and  complete  equip- 
ment of  knowledge  and  executive  ability,  as,  from  the  initiatory  steps 
of  bringing  together  conflicting  competitive  interests  of  many  years' 
standing,  to  the  final  distribution  of  stock  in,  and  organization  of 
the  newly  created  company,  he  will  be  confronted  with  a  succession 
of  problems  on  the  correct  solution  of  which  his  success  will  depend. 

Problems.  In  brief,  these  problems  are:  how  to  approach  the 
owners  of  the  different  interests  and  what  arguments  to  use  with 
each  one  to  convincingly  demonstrate  the  wisdom  of  the  proposed 
merger;  to  ascertain  and  fix  the  value  of  the  machinery  and  equip- 
ment of  the  various  plants,  and  the  worth  of  franchises  or  patented 
processes  owned  by  any  of  them;  to  find  the  amount  of  business  con- 
trolled by  each;  to  decide  the  amount  of  capitalization  which  can 
safely  be  placed  on  the  finished  enterprise,  and  how  to  best  conduct 
the  subscription  of  stock  or  flotation  of  bonds  (should  it  be  decided 
to  offer  them  to  the  general  public);  to  plan  the  working  organiza- 
tion, and  choose  the  men  for  the  executive  staff. 

Some  of  these  problems  have  to  be  decided  quickly,  under  the 
pressure  which  is  sure  to  develop  at  different  stages  of  the  work, 
and  in  addition  to  full  knowledge  of  the  subject,  the  promoter  will 
require  a  cool  and  clear  head  to  avoid  mistakes  fatal  to  the  prosperity 
of  the  project. 

In  the  wide  range  of  modern  "business"  there  is  perhaps  no  better 
field  of  work  presented  to  the  wide-a-wake,  ambitious  and  "brainy" 
young  man  than  that  of  the  Promoter.  The  field  is  so  large  that 
one  man  can  hardly  cover  all  of  it,  and  as  the  trend  of  business,  as 
of  professions,  is  toward  specializing,  the  same  principle  can  be  ap- 
plied here,  and  "specialists"  in  any  division  of  the  field  will  find  work 
awaiting  them. 


318  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Compensator!.  The  compensation  of  the  successful  promoter 
has  always  been  large  and  is  constantly  growing  larger.  It  is  fixed, 
usually,  on  a  percentage  basis. 

A  comparatively  few  years  ago  business  was  talked  in  thousands, 
and  hundreds  of  thousands;  today  its  nomenclature  is  in  the  scale 
of  millions,  with  the  song  of  "the  billion"  next  on  the  program. 
Then,  methods  of  manufacturing,  communication  and  transporta- 
tion were  in  their  infancy;  markets  were  undeveloped;  "business" 
was  more  or  less  isolated,  and  "did"  itself.  Today,  with  a  machine 
for  everything,  with  the  telephone,  telegraph,  cable  and  wireless 
systems  of  the  world,  joining  the  Occident  and  Orient,  bringing  the 
most  distant  places  of  the  earth  to  within  an  hour's  time  of  one 
another,  and  with  a  transportation  system,  by  means  of  which  the 
products  of  the  tropics,  the  temperate  zones,  and  even  of  the  Arctic 
circle,  are  exchanged  through  every  month  of  the  year,  general  com- 
merce is  no  longer  limited  by  the  seasons;  our  horizon  has  expanded, 
and  we  must  do  business  and  make  business. 

To  rightly  do  this  and  keep  in  touch  with  its  rapid  kaleidoscopic 
changes,  we  must  equip  ourselves  in  every  possible  way.  The  key- 
note of  the  scheme  of  necessary  equipment  is  education;  an  education 
broad  enough  to  include  not  only  a  knowledge  of  fundamentals,  but 
a  knowledge  of  elaborations  as  well;  an  education  extrinsic,  or  a 
knowledge  of  persons,  things  and  methods;  and  an  education  intrinsic, 
or  a  knowledge  of  self,  its  capabilities,  possibilities  and  limitations. 

THE  CORRESPONDENT  AND  THE  ADVERTISER 

The  Correspondent.  In  soliciting  by  correspondence  the  same 
rule  of  sale  must  be  carried  into  effect  as  in  any  other  sale,  attract 
attention,  inspire  confidence,  create  desire.  The  appearance,  form 
and  contents  of  the  letter,  circular  and  other  reading  matter  must 
take  the  place  of  the  personality  and  business  ability  of  the  salesman 
in  the  sale  by  personal  contact. 

To  make  a  success  as  a  correspondence  solicitor  a  man  must 
be  familiar  with  the  principles  of  scientific  salesmanship;  he  must  have 
the  same  general  knowledge  of  cause  and  effect  in  sales  and  business 
as  is  required  in  personal  selling;  and  in  addition,  he  must  be  able  to 
express  his  Personality,  ideas  and  thoughts  on  paper. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  319 


The  first  statement  in  a  letter  should  be  something  that  will 
interest  the  person  to  whom  the  letter  is  addressed;  a  statement  of 
interest  from  his  point  of  view,  not  about  the  sender's  business  or 
wants  or  what  he  is  doing.  Example:  "You  will  find  something 

of  interest  to  you  in  the  enclosed ,"  or,  "You  are  doubtless 

aware ,"    etc.,    instead    of   the    old   stereotyped   phrases, 

"We  are  sending ,"  or,  "We  shall  be  pleased — ," 

etc.  His  attention  must  be  secured  by  something  that  appeals  to 
his  interest  exactly  the  same  as  in  the  personal  approach.  Use  "you" 
and  "your  interest"  instead  of  "we"  and  "our  interest." 

The  personality  of  the  writer  must  enter  into  the  composition 
of  the  letter  in  such  a  way  as  to  establish  confidence  in  the  statements 
made  and  in  the  firm  represented. 

The  final  statement  must  be  a  climax. 

In  composing  a  "correspondence  selling  talk,"  you  should  keep  in 
mind  the  real  object  that  the  letter  is  intended  to  accomplish  and 
arrange  the  contents  from  introduction  to  conclusion  with  that  end 
in  view,  not  forgetting  the  probable  effect  of  the  writer's  words  on 
the  prospect's  mind.  Avoid  stock  phrases  that  mean  nothing  and 
are  so  common  as  to  be  of  no  value. 

The  first  letter  should  contain  the  outline  of  the  proposition  only. 
The  follow-up  letters  correspond  to  the  second  and  subsequent  parts 
of  the  selling  talk.  Besides  keeping  to  general  principles  they  must 
have  an  association  of  ideas,  connecting  them  directly  with  the 
previous  correspondence,  and  the  dominant  note  must  be  the  pros- 
pect's interest,  expressed  or  inferred  desire  for  further  information. 

Personality,  self-confidence,  courage,  force,  etc.,  are  as  necessary 
for  the  success  of  a  correspondent  solicitor'as  they  are  to  the  one  who 
sells  by  personal  contact. 

Never  sign  an  important  letter  without  first  reviewing  it  thor- 
oughly, and  after  it  is  re-written,  review  it  again.  Study  the  letters 
that  bring  no  results  as  carefully  as  you  would  "the  cause  of  a  lost 
sale"  in  personal  selling.  Study  the  letters  that  have  produced 
the  best  results  and  find  out  where  the  difference  lies  and  remember 
that  practice,  drill,  exercise,  persistency  is  the  price  of  efficiency  in 
correspondence  soliciting. 


320  SALESMANSHIP:  THE  FOURTH  PROFESSION 


The  subject  of  advertising  is  treated  so  thoroughly  under  the 
heading  of  "The  Advertiser,"  which  follows  immediately,  that  it  will 
not  be  necessary  to  take  up  that  feature  of  "the  sale  by  correspond- 
ence." 

The  Advertiser.  The  object  of  an  advertisement  is  a  sale,  there- 
fore, the  Advertiser  is  a  salesman.  He  is  a  specialist  in  Salesman- 
ship. 

Whatever  the  proposition  or  article  he  is  advertising,  his  one 
aim  is  to  effect  its  sale.  Like  the  Promoter  he  may  work  for  himself 
or  for  others;  manufacturers  and  distributors  realize  the  importance 
of  creating  a  demand  for  their  goods  through  advertising,  conse- 
quently the  advertiser  finds  ready  sale  for  his  knowledge,  talent  and 
ability. 

The  three  prime  factors  of  an  advertisement,  whatever  its  form 
or  substance  are,  Commodities,  Services  and  Personalities. 

They  may  all  exist  together  in  the  same  advertisement,  or  they 
may  enter  separately  or  in  pairs.  Each  of  them  may  occur  in  any 
or  all  of  the  following  ways  or  modes,  Directly,  Representatively  or 
Symbolically. 

In  addition  to  these  prime  factors  there  are  two  other  accessory 
factors  that  can  be  designated  as  Nature  and  Humanity. 

Any  natural  scene,  place,  event,  or  phenomenon,  such  as  a  lake, 
a  tree,  an  animal,  a  mountain,  the  sun  or  stars,  a  river  or  waterfall, 
may  become  incorporated  in  the  body  of  an  advertisement,  carrying 
with  it  whatever  real  or  associated  value  it  may  possess.  Or  any 
human  trait,  activity  or  custom,  present  or  past,  may  be  utilized  in 
advertisement;  humor,  pathos,  patriotism,  musical  or  dramatic  art, 
family  life,  ceremonial,  physical,  mental  or  moral  attributes,  in- 
dividual and  social  forms,  customs  and  habits,  are  all  normal 
and  legitimate  material  from  which  advertisements  may  be  con-^ 
structed. 

Any  of  their  accessory  factors  may  be  present  directly,  repre- 
sentatively, or  symbolically.  Advertisement  is  as  broad  as  human 
life  itself.  There  is  no  form  or  force  of  nature,  no  work  of  art,  no 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  321 


human  or  social  character,  habit  or  institution,  that  may  not  at  some 
time  appropriately  take  its  place  in  the  body  of  an  advertisement. 

The  factors  of  advertisement  constitute  its  body,  the  mode  or 
manner  of  disposition  and  combination  reveal  the  form.  Its  func- 
tions being  to  attract  attention,  arouse  interest,  create  desire  and  also 
to  stimulate  action  and  produce  results,  the  forces  by  which  it  ac- 
complishes these  results  may  be  discovered  and  traced  back  to  the 
forces  which  originally  entered  into  the  construction  of  the  adver- 
tisement. Therefore,  an  advertisement  must  adapt  itself  in  some 
way  to  its  field  and  its  persistence  and  success  will  be  an  index  of  its 
fitness  to  survive. 

Of  the  various  fundamental  types  of  advertisement  which  have 
been  referred  to,  illustrations  may  properly  be  given  in  order  that 
the  student  shall  clearly  comprehend  them. 

Commodity  Advertisement.  One  in  which  a  commodity  is  the 
principle  factor. 

1.  Direct  Mode.     The  commodity    itself    is    the    advertisement. 

Example:     A  dozen  watermelons  piled  in  a  fruiterer's  win- 
dow. 

2.  Representative  Mode.     Some  representation  of  the  commodity 

constitutes   the   advertisement.     Example:     A   picture   of   a 
piano  in  a  music  dealer's  catalogue. 

3.  Symbolic  Mode.     A  word  or  sign  symbolic  of  the  commodity 

forms    the    advertisement.     Example:     "Hats    and    caps," 
"furniture,"  "groceries." 

Service  Advertisement.  One  in  which  a  service  is  the  principal 
factor. 

1.  Direct    Mode.     The  service  itself  is  the   advertisement.     Ex- 

ample:    A  cab  passing  along  the  street. 

2.  Representative  Mode.     Some  representation  of  the  service  con- 

stitutes the  advertisement.     Example:     A  photograph  of  the 
interior  of  a  parlor  car  or  steamer  deck. 

3.  Symbolic    Mode.     A   word   or   sign,    symbolic   of   the   service, 

forms    the    advertisement.     Example:     A    barber    pole,     a 
pharmacist's  pestle  and  mortar,  the  words   and  signs  indi- 


322  SALESMANSHIP:  THE  FOURTH  PROFESSION 


cative  of  price  attached  to  goods  in  a  window  or  display  in 
catalogues  and  circulars.  Each  of  these  is  a  symbol,  in  the 
one  case  suggesting  the  service  of  hair  dressing,  in  another 
that  of  prescription  preparation;  in  the  last,  that  of  exchange 
at  the  agreed  ratio  between  commodities  and  moneys. 

Personality  Advertisement.  One  in  which  a  personality  is  the 
principal  factor. 

1.  Direct    Mode.     The    personality    itself    is    the    advertisement. 

Example:  A  popular  politician  shaking  hands  with  a  new 
and  valuable  acquaintance.  The  eyes,  the  mouth,  the  bear- 
ing, the  words  and  salutations  all  combine  to  form  a  direct 
personality  advertisement. 

2.  Representative   Mode.     Some  representation  of  a  personality 

constitutes  the  advertisement.  Examples:  The  advertise- 
ments of  the  portrait-using  advertisers:  "Woodbury's  Soap," 
"Douglas'  Shoes/'  "Mennen's  Talcum"  and  other  familiar 
current  illustrations.  In  these  the  portraits  of  the  adver- 
tisers are  employed.  Also,  those  advertisements  which  use 
the  faces  of  well-known  men  or  women,  as  in  medical  testi- 
monials, in  book  advertisements,  etc. 

3.  Symbolic  Mode.     A  word  or  sign  symbolic  of  the  personality 

constitute  the  advertisement.  Example:  The  names  of  an 
advertiser,  of  his  guarantor,  of  his  assistants,  are  all  symbolic 
personality  advertisements.  Thus  "Edison  Phonographs." 

All  advertisements  carry  these  factors  variously  combined.  In 
addition  to  the  primary  advertisements  composed  of  commodity, 
services  and  personality  factor,  we  have  also  the  two  secondary 
classes. 

Nature  Advertisement.  One  in  which  Nature  is  the  principal 
secondary  factor. 

1.  Direct  Mode.     The  natural  fact  or  phenomenon  is  itself  the 

principal  factor.  Examples:  The  beach  at  a  seaside  water- 
ing place,  wild  animals  caged  in  a  park. 

2.  Representative   Mode.     Representation  of  Nature  constitutes 

the  factor.  Example:  The  pictures  of  scenery  in  a  trans- 
continental railway  folder. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  323 


3.  Symbolic  Mode.  Words  or  symbols  having  reference  to  nature 
make  up  the  advertisements,  as  in  the  descriptions  of  moun- 
tains and  ocean  scenery,  circulated  by  the  railways  in  connec- 
tion with  their  service  of  transportation.  Such  advertise- 
ments are,  to  give  them  their  precise  name,  symbolic-service 
nature  advertisements. 

Humanity  Advertisements.  One  in  which  humanity  is  the  prin- 
cipal secondary  factor. 

1.  Direct  Mode.     The  human  quality,  human  attribute  or  human 

behavior  serves  directly  in  advertisements.  Examples:  A 
crowd  hurrying  to  a  ball  game,  a  band  playing  outside  an 
amusement  park,  circus  parade,  etc. 

2.  Representative   Mode.     Some  humanity  representation  enters 

into  the  advertisement.  Examples:  Advertisement  pictures 
of  home  scenes  and  of  historical  events.  Dramatic,  humor- 
ous, pathetic,  patriotic  and  domestic  groupings. 

3.  Symbolic    Mode.     Words    and   symbols   expressive    of   human 

racial  or  national  development  enter  into  the  advertisement. 
Examples:  The  use  of  the  cross  by  the  Santa  Fe  Railway, 
of  the  Monad  by  the  Northern  Pacific,  of  the  patriotic  colors 
and  emblems  by  a  host  of  advertisers,  of  words  and  sentences 
carrying  a  human  interest  as  distinguished  from  primal  or 
individual  interest.  Quotations  from  the  poets,  apt  para- 
graphs, humorous  phrases,  or  sententious  philosophy,  em- 
ployed for  advertising  purposes. 

If  the  student  will  commit  the  above  classifications  carefully 
to  memory  he  will  find  that  it  is  capable  of  application  to  any  adver- 
tisement which  chances  in  his  path.  It  should  be  his  first  effort  to 
recognize  and  name  the  different  advertisements  that  come  under 
his  notice.  After  he  has  learned  to  know  and  analyze  the  different 
simple  and  compound  types  of  advertisements  and  can  see  at  a  glance 
what  are  their  factors,  how  they  are  combined,  where  stress  is  laid 
and  where  force  is  withheld,  he  is  prepared  to  go  further  and  examine 
into  the  laws  of  form  and  force  as  applied  to  advertisement. 

Both  of  these  fields  are  very  difficult  and  abstruse.  What  are 
the  laws  governing  the  shape,  size,  position  and  direction  of  an  ad- 


324  SALESMANSHIP:  THE  FOURTH  PROFESSION 


vertisement?  What  regulates  the  liberation  of  force  from  an  adver- 
tisement and  whence  does  the  force  arise?  Advertisement  form  and 
symmetry  arise  under  laws  peculiar  to  advertisements.  That  ad- 
vertisement is  best  formed  in  which  the  factors  are  most  harmoni- 
ously blended,  each  with  each,  so  that  each  mutually  supports  the 
other,  and  at  the  same  time  possesses  a  main  axis  of  interest  and 
plane  of  values. 

Shop  windows  crowded  with  goods  may  have  slight  success  as 
direct  commodity  advertisements  because  no  definite  axis  of  interest 
exists  to  hold  the  attention  of  the  passerby.  Neither  is  there,  in 
such  heterogeneously  constructed  windows,  any  definite  plane  along 
which  the  mind  can  travel.  The  points  to  aim  at  in  advertisement 
form  are  these: 

1.  Produce  definite  interest  axes. 

2.  Develop  definite  planes  of  value,  if  more  than  one,  let  each 

support  the  other. 

3.  Create  symmetry.     This  should  preferably  be  polar,  bi-lateral 

symmetry  modeled  upon  that  of  the  human  body. 

4.  Assemble  factors  harmoniously. 

5.  Observe  the  laws  of  design. 

6.  Adapt  the  form  to  the  advertising  field  in  which  you  expect  it 

to  work. 

As  to  advertisement-force,  it  should  be  recognized  that  all  force 
shown  in  an  advertisement  comes  from  somewhere.  It  is  not  in- 
herent in  the  advertisement,  but  it  is  brought  into  it  from  without. 
Such  force  may  be  classified  as  natural,  personal,  social  or  racial, 
according  to  its  immediate  origin.  In  the  last  analysis  all  such  force 
is  strictly  natural. 

1.  Natural  force  in  an  advertisement  is  some  force  of  nature,  such 

as  light,  heat,  gravity,  electricity,  magnetism,  chemical 
affinity,  cohesion,  acting  through  the  body  of  an  advertise- 
ment. Example:  An  illuminated  sign  exerts  natural  force. 

2.  Personal   force   in   an   advertisement   arises   from   advertising- 

personalities  and  appears  as  persuasiveness,  daring,  courage, 
enthusiasm,  ingenuity  personal  magnetism,  etc.  This  force  of 
personality  is  the  strongest  force  in  advertisement  and  is  seen 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  325 


working  not  only  in  direct  personality  advertisement,  but 
in  the  other  classes  as  well.  Example:  A  clever  salesman's 
talk,  either  delivered  directly  to  a  customer  or  arranged  in 
symbolic  form  upon  a  printed  page  or  in  a  "follow-up"  letter 
exerts  personal  force. 

3.  Social    force    arises   from    the    present    constitution    of    human 

society  and  its  existing  institutions.  There  is  a  fashion  in 
advertisement.  An  advertisement  which  by  its  construc- 
tion gains  the  influence  of  some  institution,  such  as  the  school, 
the  church,  the  state,  acting  through  it,  has  acquired  social 
force.  Example:  The  title  of  Lew  Wallace's  book,  "Ben 
Hur,  A  Tale  of  the  Christ."  By  this  device  great  social  force 
was  gained,  the  effect  of  which  was  seen  in  the  large  sale  of 
the  story. 

4.  Racial  force  arises  through  earlier  forms  of  the  constitution  of 

society  and  carries  into  advertisement  reminiscences  of  past 
institutions.  Example:  The  color  symbolism,  by  which  red 
is  blood-color,  yellow  the  flame-color,  blue  the  sky-color, 
white  the  cloud-color,  green  the  forest-color,  black  the  night- 
color,  etc.,  exerts  racial  force  in  advertisement.  Red  is 
stronger  than  green  because  blood  made  a  stronger  racial 
impression  upon  the  human  soul  than  forest  did.  It  is  neces- 
sary, therefore,  to  calculate  the  force  of  an  advertisement  as 
in  a  certain  sense,  a  combination  of  present  and  past. 

The  human  mind,  to  which  advertisement  is  addressed,  is  ages 
old.  It  is  stirred  by  forces  it  knows  not  why  nor  how,  because  they 
have  stirred  it  before  and  it  is  accustomed  to  their  stimulus. 

The  directions  to  the  advertiser  with  respect  to  force  are  some- 
what as  follows: 

1.  Assemble  all  forces  possible  in  advertisement. 

2.  Direct  the  entire  force  of  the  advertisement  towards  cumulative 

interest,  desire  and  action. 

3.  Utilize  natural,  personal,  social  and  racial  forces  with  due  regard 

for  their  stimulative  value. 

4.  Liberate  the  forces  of  advertisement  in  a  favorable  advertising 

field. 


326  SALESMANSHIP:  THE  FOURTH  PROFESSION 


5.     Support  advertisement  with  advertisement  so  that  the  force 
of  each  contributes  to  the  force  of  the  campaign  as  a  whole. 

All  advertisements  exist  in  what  have  been  described  as  adver- 
tising fields.  A  magnet  similarly  exists  in  a  magnetic  field  and  the 
relations  between  an  advertisement  and  its  field  are  not  unlike  those 
between  an  organism  and  its  environment.  Advertisements  of  a 
skillful  construction  may  be  betjber  suited  to  one  field  than  another. 

Beautifully  constructed  organisms  such  as  sea-anemones  and 
corals  die  if  they  are  transferred  from  water  to  land.  So,  too,  beauti- 
fully constructed  advertisements  perish  if  placed  in  the  wrong  sur- 
roundings. A  slight  observation  of  the  great  world  of  living  crea- 
tures shows  that  it  properly  contains  all  grades  of  forms  from  the 
simple  and  lowly  microbe  to  man  himself.  Each  of  these  is  fitted 
to  survive  in  its  particular  environment,  but  perishes  if  put  out  of 
relation  with  its  surroundings. 

Quite  the  same  thing  is  true  of  advertisement,  and  it  is  a  practical 
error  to  suppose  that  all  advertisements  should  conform  to  some 
pre-conceived  type  of  structure.  On  the  contrary,  there  is  room  for 
all  the  vast  variety  of  advertisement  that  exists.  It  would  be  a 
great  error  to  place  advertisement  properly  adjusted  to  one  adver- 
tising field  in  some  other  field  totally  different  and  probably  inhos- 
pitable. The  most  careful  adjustment  of  advertisement  to  field  is 
necessary,  if  the  best  results  are  to  be  sought. 

The  advertising  field  consists,  broadly  speaking,  of  the  aftver- 
tisees.  It  is  capable  of  enlargement  for  any  advertiser,  and  hence 
the  question  of  circulation  becomes  a  prime  one  for  careful  consider- 
ation. It  is  capable  of  intensified  cultivation  and  hence  classification 
is  equally  important  with  circulation.  Enormous  circulation  of 
automobile  advertisements  throughout  an  advertising  field  composed 
of  advertisees  not  able  to  purchase  so  expensive  luxuries  would  be  a 
commercial  error.  Successful  advertisement  circulates  completely 
and  classifies  exactly. 

Methods  of  classifying  the  advertising  field  are  numerous.  One 
may  adopt  geographical,  linguistic,  political,  sectarian,  educational, 
moral  or  physical  classes  and  advertise  specially  to  each.  One  may 
block  out  masculine,  feminine,  young,  middle-aged  and  old,  sick  and 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  327 


well,  strong  and  weak,  happy  and  unhappy,  intelligent  and  stupid, 
good  and  bad,  enlightened  and  degraded. 

Each  class  can  be  reached  by  skillful  class  advertising.  Ex- 
ploitation of  the  most  fashionable  and  exclusive  circles  and  of  the 
most  humble  and  simple-minded  communities  may  be  undertaken 
under  the  same  general  laws  of  advertisement.  For  human  nature 
is  everywhere  fundamentally  the  same  and  advertisement  is  con- 
sequently universal. 

Advertisement  must  gather  around  a  business  the  symbols,  em- 
blems and  insignia  that  are  most  thoroughly  expressive  of  its  char- 
acter, its  advertising-class,  and  the  adjustment  between  the  two. 
For  a  proper  adjustment  of  the  advertisement  to  field  the  following 
rules  will  be  helpful. 

1.  Enlarge  circulation  to  the  limit  of  profitable  endeavor. 

2.  Intensify  the  cultivation  of  the  advertising  field  by  full  and 

varied  classification. 

3.  Assemble   about  the  business  all  the    favorable  symbols,   em- 

blems and  insignia  that  can  be  secured. 

4.  Aim  to  create  new  desires  by  skillful  utilization  of  the  class- 

preferences  in  fields  where  the  service  or  commodities  have 
not  yet  reached  full  circulation. 

5.  Maintain  always  a  profitable  publicity.     Do  not  seek  blindly  for 

general  publicity. 

Of  all  the  classifications  of  the  advertising  force  none  is  so  im- 
portant as  the  classification  upon  the  ability  to  purchase.  It  is 
altogether  unprofitable  to  advertise  New  York  real  estate  to  those 
who  cannot  buy  it.  The  means  and  methods  of  reaching  the  possible 
purchaser  are  matters  of  the  deepest  concern  to  practical  advertisers. 
Upon  this  subject  the  following  advice  seems  desirable: 

1.  Remember  that  many  who  believe  themselves  to  be  advertising 

are  actually  responding  to  the  advertisement  of  others.  Do 
you  build  the  sign  board  because  you  know  it  to  be  the  most 
profitable  use  of  your  capital,  or  because  the  sign  board 
builder's  advertisement  to  you  has  been  successful? 

2.  It  is  essential  for  the  advertiser  to  gain  time  and  reliable  in- 


328  SALESMANSHIP:  THE  FOURTH  PROFESSION 


formation  about  circulation.  As  to  classification  he  must 
depend  upon  the  statements  of  those  who  are  informed  and 
upon  his  most  careful  judgment. 

3.  Experience  in  matters  of  means  and  method  is  the  safest  guide 

for  the  conservative  advertiser.  He  will,  therefore,  wherever 
possible,  "key  his  ads"  and  maintain  a  most  strict  system  of 
accounting  so  that  he  may  determine  the  cost  and  profit  or 
loss  of  his  advertising  campaign. 

4.  Judgment  and  experience  of  others  being  helpful  the  conserva- 

tive advertiser  will  do  well  to  associate  himself  with  the 
proper  trade  organizations,  attend  their  meetings,  read  the 
trade-journals,  avail  himself  of  all  valuable  advice  and 
suggestions  and  if  possible  put  himself  in  communication 
with  the  various  advertising  specialists  and  agencies,  not  for- 
getting, however,  that  intelligence  on  his  part  as  a  result  of 
independent  study  is  far  better  than  a  blind  reliance  upon 
others. 

5.  A  deep  and  broad  knowledge  of  human  nature  must  be  culti- 

vated by  reading,  by  observation,  by  mingling  in  the  social 
and  club  life  of  one's  community  and  by  judicious  travel. 

6.  Sympathetic  comprehension  of  class  must  be  developed  so  that 

the  method  of  successful  approach  can  be  perfected.  Why 
does  one  traveling  salesman  sell  more  goods  than  another? 
Because  he  is  a  more  precisely  adapted,  direct,  personality 
advertisement  in  the  territory  in  question. 

In  the  division  of  salesmanship  into  wholesale,  retail  and  special, 
a  suggestion  of  classification  is  made  which  is  not  without  value  to 
the  advertiser.  The  "trade"  of  the  wholesale  differs  from  that  of 
the  retail  because  of  its  different  classifications.  His  customers 
buy  or  sell,  not  to  consume,  or  to  preserve  for  their  individual  or 
family  use.  Hence,  the  methods  of  advertising  which  are  most  useful 
for  the  wholesale  merchant  may  be  undesirable  or  positively  in- 
jurious to  the  retail  dealer. 

The  same  point  may  be  made  in  the  comparison  of  retail  or 
wholesale  business  with  special  business  such  as  the  sale  of  specially 
classified  services  or  commodities.  Each  specialty  may  and  does 
have  its  peculiar  advertising  types  which  rightfully  belong  to  it 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  329 


through  long  accustomed  use.  Thus  the  magniloquent  phraseology 
of  the  circus  poster  is,  through  custom  and  usage  appropriate  on  the 
bill  boards  of  the  "Greatest  Show  on  Earth,"  while  it  would  be  out 
of  place  in  the  advertisement  of  municipal  bonds  by  a  banker  or 
broker,  in  which  line  of  business  a  totally  different  conventional 
phraseology  has  arisen. 

Each  advertiser,  then,  whether  he  be  wholesale,  retail  or  special, 
must  learn  the  rules  of  his  own  particular  game,  and  must,  generally 
speaking,  be  prepared  to  be  bound  somewhat  by  the  fashion  or  cus- 
tom or  habit  of  the  particular  advertising  field  in  which  he  proposes 
to  become  active.  Nevertheless,  there  is  great  opportunity  for  origi- 
nality in  all  branches  of  advertisement.  This  originality  may  ap- 
propriately show  itself  in  the  following  ways: 

1.  New  or  striking  combination  of  advertisement  factors. 

2.  New  and  attractive  development  of  advertisement  form. 

3.  New  and  compelling  utilization  of  natural,  personal,  social    or 

racial  force. 

4.  New  and  ingenious  adjustments  of  advertisements  to  the  adver- 

tising field. 

5.  New   classifications   or   novel   combinations   of   classes   in   the 

advertising  field. 

6.  New   combinations   by   which   circulation   is   maintained   at   a 

higher  level  compared  with  cost. 

7.  New  discoveries  in  the  science  of  advertisment  or  in  the    psy- 

chology of  advertisees. 

In  all  these  ways  originality  may  be  sought  and  often  valuable 
novelties  may  be  brought  to  light.  It  is  always,  however,  a  question 
for  the  greatest  consideration  how  far  novelty  is  desirable  in  adver- 
tisement, and  how  far  stability  is  to  be  preferred.  Generally  speak- 
ing, it  would  seem  that  the  tendency  of  advertisements  is  to  combine 
novelty  with  stability  in  such  proportions  as  the  experience  of  the 
advertiser  deems  most  useful. 

An  advertisement  that  "delivers  the  goods"  is  the  kind  to  tie 
to.  Since  personality  is  the  strongest  force  in  advertisment,  it  will 
generally  be  found  that  the  highly  successful  advertisement  is  highly 


330  SALESMANSHIP:  THE  FOURTH  PROFESSION 


saturated  with  this  quality.  It  has  those  attributes  of  honesty 
sincerity,  truth,  hopefulness,  good  humor,  persuasiveness,  kindness 
openness,  purpose,  magnetism,  etc.,  which  are  recognized  in  individ- 
uals. The  salesman,  in  print,  does  not  differ  in  his  qualities  so  far 
from  the  salesman  himself.  "Advertisements  are  made  in  the  image 
of  man." 

"What  a  man  knows  should  find  expression  in  what  he  does. 
The  value  of  superior  knowledge  is  chiefly  in  that  it  leads  to 
performing  manhood."  — Bovee 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  331 


QUESTIONS 

1.  To  what  class  of  salesmen  is  the  term  Promoter  applied? 

2.  Describe  the  method  of  consolidating  two  or  more  companies. 

3.  For  whom  does  the  Promoter  work,  and  in  what  fields  are  his 

operations  based? 

4.  Of  what  does  the  basis  of  his  operations  consist? 

5.  State  what  the  Promoter  must  do  before  he  can  proceed  with  the 

exploitation  of  any  of  these  rights,  deposits,  inventions,  etc., 
and  the  ability  usually  required  to  do  it. 

6.  In  what  respect  do  the  laws  governing  the  incorporation  of  stock 

companies  vary  in  the  different  states,  and  why  should  the 
promoter  possess  full  information  on  the  subject? 

7.  What  must  the  Promoter  do  before  he  applies  for  a  franchise  for 

the   establishment   and   operation   of   a   public   service,    and 
why? 

8.  How  many  individuals  are  required  to  form  a  corporation  and 

why  should  the  Promoter  exercise  great  care  in  selecting  them? 

9.  Whom  should  he  engage  as  an  assistant  if  he  desires  to  interest 

capitalists  who  are  strangers  to  him? 

10.  Why  is  it  essential  that  each  corporation  established  by  him 

be  built  upon  a  secure  foundation  which  includes  the  indi- 
viduals who  are  to  be  associated  in  the  company? 

11.  With  what  must  the  Promoter  provide  himself? 

12.  How  may  he  economize  his  time  and  effort  in  presenting  his 

proposition  to  different  stockholders? 

13.  What  questions  relating  to  the  proposition  will  he  naturally  be 

required  to  answer  and  how  should  he  answer  them? 

14.  When   the   basis   of  the   proposed   enterprise   consists   of   real 

property  such  as  natural  water  power,  deposits  of  oil,  etc., 
of  what  does  the  preliminary  work  consist? 

15.  What  may  be  necessary  in  addition  to  securing  control  of  the 

property? 

16.  Why  should  the  Promoter  secure  the  services  of  a  competent 

legal  adviser  to  oversee  and  direct  all  negotiations  for  change 
of  ownership  of  property  or  rights  in  question? 

17.  Why  must  the  Promoter  have  his  connections  with  the  financial 

centers  of  the  community  well  established? 


332  SALESMANSHIP:  THE  FOURTH  PROFESSION 


18.  Name  some  of  the  troubles  the  "Business  Doctor"  finds  in  his 

efforts  to  effect  the  reorganization  of  existing  companies. 

19.  Name  some  of  the  different  methods  employed  to  effect  combi- 

nations to  increase  the  net  earnings  of  a  group  of  companies 
engaged  in  the  same  line  of  business. 

20.  Describe  the  education  needed  for  the  equipment  of  the  success- 

ful Promoter. 

Written  Exercise  for  this  lesson. 

Describe  a  proposition  that  includes  organization  of  joint  stock 
company,  Right  of  Franchise,  Bonding  and  Floating  of  Bonds. 

Tell  how  to  effect  the  reorganization  of  a  company  whose  opera- 
tions are  restricted  to  a  limited  field  owing  to  defects  in  its  articles 
of  incorporation. 

How  would  you  effect  a  combination  of  a  number  of  companies 
engaged  in  the  same  line  of  business? 

Or, — Select  an  advertisement  from  a  bill  board,  a  magazine, 
a  window  display  and  an  advertising  blotter  or  card,  and  analyze 
them,  according  to  the  classifications  given  in  "the  Advertiser?" 

Write  a  letter  in  reply  to  an  inquiry  for  particulars  concerning 
an  automobile  which  you  have  advertised,  and  two  follow-up  letters, 
supposing  that  you  have  received  no  reply  to  either  of  the  first  two 
letters. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  333 

NOTES 


334  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  335 

NOTES 


336  SALESMANSHIP:  THE  FOURTH  PROFESSION 


NOTES 


LESSON  XX 


SUMMING  UP 

To  The  Beginner.  We  will  suppose  now,  that  you  have  just 
been  appointed  a  salesman.  You  may  have  had  some  experience 
in  the  house,  selling  goods  a  little,  and  keeping  stock  a  great  deal, 
or  through  retail  selling  or  other  experiences  have  made  yourself 
generally  familiar  with  the  goods  you  now  propose  to  sell  in  a  larger 
way  in  a  specified  territory.  Or  it  may  be  that  you  have  changed 
lines  and  your  new  employer  has  agreed  to  give  you  the  necessary 
time  "in  stock"  or  at  the  plant  to  acquire  an  intimate  knowledge 
of  the  goods  you  expect  to  handle. 

It  matters  little  how  this  familiar  knowledge  or  intimate  exper- 
ience with  the  goods  is  acquired.  Above  all  things  DO  NOT  LET 
ANY  STRESS  OF  CIRCUMSTANCES  FORCE  YOU  TO  START 
OUT  BEFORE  THESE  DETAILS  HAVE  BEEN  MASTERED: 
for  nothing  but  failure  can  attend  your  efforts.  Your  particular 
knowledge  of  the  goods  you  propose  to  sell  is  the  practical  foundation 
of  your  salesmanship;  the  broader  and  deeper  you  lay  it,  the  more 
you  may  depend  upon  the  solidity  of  the  sales  structure  you  hope 
to  rear.  We  repeat,  you  must  know  intimately  the  prices,  com- 
parative qualities  and  talking  points  of  your  goods,  and  all  the 
details  of  their  manufacture  and  production  that  you  can  lay  your 
hands  upon.  You  cannot  know  too  much. 

If  yours  is  to  be  a  general  line,  it  may  strike  you  that  catalogues, 
price  lists,  and  circular  matter,  make  mighty  dry  reading,  but  if 
you  do  not  appreciate  your  need  of  all  the  information  that  there  is 
at  your  command  before  you  interview  your  first  customer,  you  will 
have  no  difficulty  in  grasping  the  fact  afterwards.  Settle  in  your 
own  mind  in  every  instance  that  you  are  going  out  to  make  some 


338  SALESMANSHIP:  THE  FOURTH  PROFESSION 


money  for  your  firm  and  then  open  your  best  intelligence  and  bring 
to  bear  all  your  best  skill  in  the  preparation  for  that  work. 

The  crucial  test  of  the  young  or  inexperienced  salesman  is  when 
brought  face  to  face  with  his  first  customer.  Instances  have  been 
known  where  the  salesman  was  seized  with  "stage  fright"  to  such 
an  extent  as  to  be  thrown  into  a  nervous  chill  and  suffer  keenly  both 
mentally  and  physically  before  coming  to  the  point  of  his  first 
interview. 

A  remedy  for  this  is  a  cheerful,  sanguine  attitude  of  mind,  coupled 
with  an  appreciative  confidence  in  self,  with  a  measure  of  the  same 
confidence  in  the  man  you  are  going  to  approach.  You  may  be 
surprised  to  find  him  a  clever  and  courteous  gentleman.  Reason 
with  yourself  that  your  house  would  never  have  sent  you  out  to  sell 
goods  if  you  were  not  considered  competent  to  be  their  representative. 

Do  not,  however,  permit  your  confidence  to  reach  the  point  of 
conceit  or  superciliousness.  These  have  been  the  undoing  of  many 
young  salesmen. 

The  very  fact  that  you  are  a  new  man  is  bound  to  have  a  dampen- 
ing effect  on  your  prospective  trade  under  the  most  favorable  cir- 
cumstances. The  element  of  the  unknown  and  untried  always 
has  a  deterring  influence  upon  business  as,  indeed,  it  has  upon  most 
affairs  of  life.  Your  personality  is  going  to  be  subjected  to  the 
most  searching  inspection;  your  character  will  be  most  mercilessly 
read  and  judged.  Therefore  the  more  pleasing  you  can  make  your 
approach  through  frankness  and  good  humor,  without  sacrifice  of 
that  dignity  and  reserve  that  is  to  earn  for  you  the  respect  and 
confidence  of  your  prospect,  the  better  will  be  your  chances  of  early 
success. 

One  of  the  chief  difficulties  of  the  young  or  inexperienced  sales- 
man is  involved  in  "getting  the  range."  By  this  is  meant  the 
quick  recognition  or  estimate  of  conditions  surrounding  the  prospect 
at  the  time  of  approach.  It  would  be  a  simple  matter  to  grasp  these 
points  if  time  for  observation  and  consideration  could  be  had.  But 
time  you  do  not  have.  The  salesman  enters  the  presence  of  his 
customer  and  must  proceed  to  business  at  once.  He  has  only  time 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  339 


for  a  quick  estimate  of  character  or  temperament,  a  swift  note  of 
mood,  a  rapid  glimpse  of  surroundings  and  conditions  before  he  is 
in  the  thick  of  his  approach,  and  must  win  or  lose  by  the  way  he 
handles  the  interview. 

He  may  note  with  something  like  dismay  that  he  has  gone  at 
his  man  entirely  wrong  before  half  a  dozen  words  are  exchanged. 
If  he  is  clever,  he  may  shift  and  recover  his  lost  ground;  but  it  is 
just  this  particular  kind  of  cleverness  that  he  has  never  mastered 
and  he  flounders  and  perhaps  makes  a  mess  of  what  might  have 
been  a  highly  satisfactory  interview. 

There  is  only  one  remedy  for  shortcomings  of  range  getting, 
and  that  is  to  cultivate  the  habit  of  quick  and  comprehensive  obser- 
vation and  the  development  of  a  keen  judgment.  Train  your  brain 
to  be  quick  and  intuitive.  Study  people.  Think  how  you  might 
best  approach  those  with  whom  you  are  well  acquainted  and  identify 
them  with  their  general  types.  Merely  the  habit  of  mind  or  tem- 
perament as  revealed  by  the  appearance  and  manner,  is  all  that 
one  needs  to  be  concerned  about  at  the  first  of  the  interview.  Some 
people  possess  an  unfailing  instinct  in  this  direction;  but  those  least 
endowed  can  greatly  improve  their  faculties  along  this  line  by  first 
grasping  the  importance  of  this  training  and  applying  themselves 
seriously  to  their  own  development. 

Above  all  else  the  salesman  should  possess  the  feeling  of  self- 
assurance,  that  his  divine  privilege  is  to  go  forth  and  exercise  to  the 
utmost  his  ability  in  right  endeavor. 

Should  you  fail  to  make  a  success  of  the  first  line  you  try,  do 
not  be  discouraged,  try  another  line,  analyze  the  cause  of  your 
failure  and  keep  on  trying.  You  cannot  fail  to  make  a  success  if 
you  follow  the  rules  and  work. 

If  you  are  engaged  in  a  line  of  business  with  which  you  are  not 
at  present  in  sympathy,  and  it  is  impossible  to  change  your  vocation, 
use  the  law  of  suggestion  to  change  your  own  feelings.  Determine  to 
find  the  best  there  is  in  your  line  and  like  it.  Use  Will  Power.  Be 
ever  striving  for  something  higher.  Have  a  definite  end  in  view. 
Master  every  duty  that  comes  in  your  way. 


340  SALESMANSHIP:  THE  FOURTH  PROFESSION 


POINTS  TO  REMEMBER 

That:— While  you  are  estimating  the  character  of  another,  you, 
too,  are  being  estimated  and  your  success  depends  not  so  much 
upon  your  ability  to  read  the  character  of  the  man  you  are  approach- 
ing as  it  does  upon  the  readiness  with  which  you  can  submit  to  his 
inspection  the  pages  of  your  own  character. 

That:— The  commercial  value  of  character  cannot  be  overestimated. 

That  :-Character  is  not  simply  being  good,  it  is  that  magnetic 
force  born  of  a  combination  of  the  qualities  of  Body,  Mind  and 
Soul,  the  natural  product  of  which  force  is  the  power  to  influence 
others,  to  make  them  think  as  you  think  and  believe  as  you  believe. 

That:— It  is  impossible  to  influence  and  antagonize  at  the  same 
time. 

That:— In  approaching  the  party  to  whom  you  hope  or  expect 
to  sell  your  article  or  goods,  or  make  your  proposition,  the  one 
infallible  and  unchangeable  rule  in  all  cases  is  that  you  do  so  with 
perfect  confidence  that  he  is  going  to  buy  of  you  what  you  have  to 
offer;  your  manner  must  indicate  this  confidence;  your  goods  must 
be  such  as  to  inspire  you  with  it. 

That:— It  pays  to  cultivate  a  personal  interest  in  the  customer's 
business.  He  appreciates  your  desire  to  see  him  get  ahead. 

That:-You  should  go  into  your  customer's  presence  with  a 
smile.  You  can  keep  him  good  natured  and  optimistic  by  being 
cheerful  and  optimistic  yourself.  "Men  are  mirrors  in  which  we  often 
find  reflected  the  moods  with  which  we  approach  them." 

That:— Many  buyers  nowadays  will  only  grant  limited  time  so 
you  must  know  in  advance.  Always  be  ready  to  close  at  any  time. 
Don't  overdo  even  a  good  thing. 

That:— When  the  firm  is  standing  your  expenses,  it  is  not  honest 
to  charge  up  one  dollar  for  a  meal,  when  you  only  paid  fifty  cents, 
or  a  bus  fare  when  you  walked,  etc.  Such  dishonesty  re-acts  on 
yourself  in  loss  of  self-respect  and  lessons  your  percentage  of  profit 
to  the  house  by  just  that  amount  and  consequently  delays  the 
increase  in  your  pay  check. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  341 


That:— You  should  keep  your  head  clear  and  cool  at  all  times. 
Never  under  any  circumstances  lose  your  temper. 

That:— School  knowledge  of  any  profession  must  be  followed  by 
a  post-graduate  course  of  actual  work  before  the  doctor,  lawyer, 
or  salesman  becomes  an  expert. 

That:— Knowledge  of  a  profession  is  the  tool  with  which  we  do 
our  work;  the  skill  that  distinguishes  the  master  is  acquired  by 
practice.  This  is  true  of  all  trades  and  professions,  and  Salesmanship 
is  no  exception. 

That:-This  is  an  age  of  the  "survival  of  the  fittest,"  and  the 
fittest  are  those  who  are  the  best  equipped,  the  most  efficient. 

That:— Success  is  gained  by  laws  eternal  and  unchangeable, 
laws  of  body  mind  and  soul.  Work  in  harmony  with  these  laws  and 
enjoy  success.  Violate  them  and  pay  the  penalty. 

SPECIALIZATION 

We  find  nowadays  in  any  profession  the  man  who  is  a  specialist 
excels.  Being  a  specialist  simply  means  having  given  undivided 
attention  to  the  details  of  any  subject  and  following  it  up  with 
aggressive  practical  work. 

Back  up  your  profession  with  a  brain  specialized  in  its  interests. 
Exercise,  remember,  is  the  law  of  specialization.  Make  your  line 
or  the  proposition  you  are  presenting  the  chief  center  of  your  energies 
and  interests.  Eliminate  the  harmful  premise  "luck;"  this  is  a  world 
of  cause  and  effect.  There  is  no  such  thing  as  luck  or  chance  in 
great  and  enduring  success.  Build  within  yourself  a  radiating 
center.  You  are  to  influence  and  direct  others  that  they  may  act 
in  line  with  your  suggestions.  You  are,  thereby,  to  become  an 
impressionist.  You  must  create  desire  in  your  customer.  You 
must  become  a  suggestionist,  able  to  create  images  of  business  advan- 
tage and  possibilities,  in  your  listener's  mind.  In  this  way  the  sales- 
man is  a  leader  of  thought. 

He  is  an  actor,  because  every  action,  look,  and  word,  has  an 
influence  upon  those  with  whom  he  is  to  have  business  dealings. 
In  this  way  his  profession  becomes  an  art  as  much  as  does  the  actor 


342  SALESMANSHIP:  THE  FOURTH  PROFESSION 


upon  the  stage — the  impressionist  before  an  audience.  The  im- 
pressionist who  becomes  a  success  elevates  his  profession  to  a  science 
and  an  art.  His  profession  becomes  his  chief  center  of  energy,  around 
which  all  other  interests  and  activities  revolve.  It  is  the  hub  of  his 
combined  actions.. 

A  generation  ago  a  baseball  game  was  a  simple  affair,  now  the 
future  of  the  nation  seems  not  more  important.  The  successful 
pitcher  is  the  one  who  knows  the  weakness  of  each  opposing  player. 
Once  the  business  of  selling  was  taking  advantage  of  one's  urgent 
want  or  the  buyer's  ignorance,  now  it  is  fostering  and  creating  new 
avenues  of  trade  and  systematizing  the  old  ones.  It  is  the  appli- 
cation of  definite  methods,  the  replacement  of  the  rule  of  thumb 
by  the  micrometer  gauge. 

The  usual  attitude  of  the  prospective  buyer  is  one  of  hostility 
possibly  exclusiveness,  but  anyhow  he  is  guarding  the  treasury. 
Buying  and  selling  are  even  now  crude  exchanges.  You  must  "melt 
the  ice"  to  have  a  chance.  You  have  been  taught  to  do  this  by  modern 
selling  principles  scientifically  worked  out.  It  is  your  knowledge 
versus  the  buyer's  skill,  and  the  easy  way  to  secure  Respect  is  to 
conclusively  show  that  you  know  your  business.  If  you  can  tact- 
fully get  the  buyer  to  see  that  you  are  not  only  posted,  but  well 
posted,  in  reference  to  your  particular  line,  you  have  at  least  gained 
respect. 

Every  day,  almost  every  hour,  some  important  place  is  made 
vacant  by  accident,  death,  promotion  and  other  conditions.  Who 
is  to  be  selected  to  fill  the  vacancy?  The  man  somewhere  in  the 
ranks  below,  who  has  demonstrated  in  one  way  or  another  that  he 
has  capacity  for  bigger  things;  that  he  is  willing  to  do  his  task, 
humble  or  pretentious,  with  his  employer's  interests  always  upper- 
most in  his  mind.  His  work  has  attracted  the  attention  of  the  man 
over  him,  and  some  trait  of  character  has  given  proof  of  responsibility 
which  gives  him  "the  chance."  The  envious  and  disgruntled  fellow 
clerk  or  employee,  attributes  it  all  to  "luck"  or  "pull,"  or  more 
likely  "favoritism."  It  is  nothing  of  the  sort,  just  sheer  "keeping 
at  it,"  no  matter  what  the  job. 

x 

The  man  who  gets  left  and  spends  his  days  complaining  at  the 
lack  of  appreciation,  and  then  sets  about  looking  for  another  job, 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  343 


is  his  own  worst  enemy,  and  the  proper  method  to  adopt  is  to  face 
about  at  once  and  take  a  full  mental  survey  of  himself. 

Have  you  tried  this  mental  review?  It  is  a  fine  thing,  and  will 
tend  more  to  awaken  you  to  just  where  the  fault  lies  than  any  other 
one  thing  you  can  do.  Take,  each  day  for  the  next  week,  and  analyze 
the  hours  you  have  been  at  work.  In  the  light  of  that  reflection  you 
will  find  that  many  tasks  have  been  slighted  without  adequate 
reason;  that  many  of  the  tasks  you  have  performed  could  have  been 
done  better— if  you  had  dreamed  that  your  future  success  depended 
upon  it. 

Fix  a  higher  standard  for  doing  each  day's  work,  then  the  estab- 
lishment of  higher  ideals  follows  naturally.  Make  a  definite  rule 
to  do  what  you  have  to  do,  a  shade  better  than  you  are  expected  to 
do  it.  No  matter  what  the  pay!  No  matter  about  recognition! 
Do  it  a  great  deal  better  than  anyone  else  around  you,  and  above 
all,  do  it  cheerfully.  There  should  be  an  Eleventh  Commandment, 
never  to  be  broken;  "Thou  shalt  not  be  'grouchy.'  '  Get  the  "Smile 
Habit"  if  you  have  to  wear  a  button  with  the  word  emblazoned 
upon  it  all  your  days. 

One  member  of  a  class  in  Salesmanship  attributes  his  advance- 
ment from  a  "handy  man"  in  a  shoe  store  to  the  position  of  Assistant 
Manager  of  a  large  Electric  Supply  establishment,  to  his  learning 
to  suppress  and  overcome  negative  traits  and  to  establish  positive 
ones  in  their  stead. 

There  never  was  a  time  in  the  history  of  the  world  that  offered 
to  so  many,  the  number  of  opportunities  as  does  the  present.  But 
there  is  a  stipulated  condition  with  the  offer — the  applicant  must 
be  qualified;  for  we  can  say  just  as  truly,  that  there  never  was  a 
time  in  the  history  of  the  world,  when  the  demand  was  so  universal 
for  young  men  possessed  of  knowledge  and  skill  in  their  trade  or 
profession. 

Why  is  it  that  one  salesman  must  work  in  a  country  store  for 
five  hundred  a  year,  while  another  of  the  same  age,  born  with  the 
same  natural  endowments,  is  getting  five,  ten  or  twenty  thousand 
a  year  in  the  same  profession?  The  explanation  is  in  the  one 
word — qualification. 


344  SALESMANSHIP:  THE  FOURTH  PROFESSION 


Take  this  word,  qualified,  home  with  you.  Take  it  to  the  store, 
the  office,  the  shop,  or  wherever  you  are  employed.  Keep  it  before 
you,  a  week,  a  month,  or  a  year,  until  such  time  as  you  know  you  are 
what  the  word  means.  It  expresses  as  no  other  word  in  the  English 
language  can,  the  sum  of  all  the  conditions  that  bring  success.  Write 
it  in  your  note-book,  or  on  a  card  and  look  at  it  every  day  until 
you  are  impressed  with  the  magnitude  of  its  meaning. 

The  man  that  is  qualified  is  fit — he  is  competent; — has  the 
knowledge,  power,  and  personality  that  fit  him  for  the  position 
he  seeks.  If  you  are  a  qualified  stenographer  and  typist  it  means 
that  you  are  rapid  and  accurate  to  a  degree  attained  by  few;  if  you 
are  a  salesman  and  qualified  for  a  position,  it  means  that  you  know 
everything  that  can  be  learned  about  the  goods  you  are  handling — 
it  means  that  you  have  so  trained  yourself  that  you  can  attract 
people  and  sell  to  them  whatever  you  desire  to. 

Be  a  Specialist  in  Salesmanship.  There  are  three  highly  important 
effects  that  every  salesman  must  be  able  to  produce  if  he  hopes  to 
make  a  success  of  his  profession.  They  have  their  origin  in  the 
personality  of  the  salesman  and  his  methods.  They  compose  the 
very  foundation  of  his  success.  He  must  be  able  to  interest  men, 
to  attract  men,  and  to  influence  men. 

So  much  has  been  said  about  personality  development  that  the 
student  surely  realizes  that  to  interest  men  he  must  exercise  self- 
control,  be  cheerful  and  pleasant,  and  have  carefully  developed 
the  highest  possible  traits  of  character.  He  must  also  be  intelligent 
and  know  much  of  those  matters  that  are  of  universal  interest.  He 
need  not  be  highly  educated  but  he  must  be  well  acquainted  with 
everything  that  all  practical  men  are  supposed  to  know.  He  must 
be  a  close  observer  and  read  articles  under  all  headings  so  that  he 
sees  clearly  what  men  in  all  walks  of  life  are  engaged  in. 

The  best  part  of  the  better  class  of  magazines  for  the  salesman 
is  that  part  which  is  devoted  to  advertisements.  The  average  man 
can  gain  much  in  the  way  of  a  general,  practical  education  in  reading 
and  studying  them.  Aside  from  showing  us  what  men  are  marketing 
the  selling  arguments  given  are  worthy  of  the  serious  study  of  the 
salesman. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  345 


He  must  be  well  posted  on  current  events.  He  should  know, 
too,  the  names  of  the  governors  of  the  states  through  which  he  travels 
and  their  political  affiliations. 

He  may  never  go  to  a  horse  race,  but  that  is  no  reason  why  he 
should  not  know  the  names  of  the  most  famous.  He  may  never 
root  at  a  ball  game,  but  the  leading  teams  should  be  familiar  to  him, 
and  he  should  be  able  to  name  some  of  the  most  noted  players.  He 
may  never  fish  nor  hunt,  but  he  should  know  something  of  both 
pastimes,  or  he  cannot  take  part  in  a  conversation  with  some  ardent 
admirer  of  ex-President  Cleveland  or  Roosevelt. 

The  more  that  he  can  make  himself  master  of  in  all  these  fields 
and  in  a  hundred  more,  the  surer  he  will  be  of  interesting  men. 
All  such  matters  are  capital  and  are  necessary  in  creating  common 
ground  for  himself  and  his  prospect. 

You  can  talk  interestingly  on  a  subject  about  which  you  are 
well  informed,  and  to  retain  and  increase  the  interest  of  your  prospect 
you  must  know  more  about  the  matter  you  are  presenting  than  he 
does. 

Study  facts  closely  and  be  able  to  distinguish  between  facts 
and  their  attendant  truths.  Never  confuse  these  two,  and,  above 
all,  see  that  whatever  you  state  as  a  fact  is  really  one,  and  when  you 
base  a  truth  upon  it  see  that  it  is  a  truth  which  belongs  to  that  fact 
and  never  over-state  it. 

One  of  the  easiest  faults  to  acquire  is  to  loosely  state  facts  and 
to  mis-state  truths.  Salesmen  frequently  get  into  the  habit  of 
talking  loosely,  seemingly  not  guiding  their  thoughts  nor  guarding 
their  words  and  there  is  nothing  which  more  quickly  causes  a  hearer 
to  withhold  or  lose  confidence  in  the  speaker. 

You  should  carefully  practice  the  art  of  getting  to  the  bottom 
of  matters  of  interest  and  clothe  these  fundamental  facts  with  their 
proper  truths. 

Much  more  could  be  said  on  this  topic  of  interesting  men  but 
this  suggestive  outline  is  certainly  sufficient  to  the  thoughtful. 

It  is  not  enough  to  interest  men.  People  do  not  buy  because 
they  find  something  to  interest  them  in  the  article  offered,  neither 


346  SALESMANSHIP:  THE  FOURTH  PROFESSION 


do  they  buy  because  the  man  who  offers  the  goods  entertains  them. 
You  must  go  further  and: 

Attract  Men.  To  attract  men  until  you  can  attach  them  to  you 
as  personal  friends  and  customers  requires  much  more  skill  and  tact 
than  to  merely  interest  them. 

Just  the  right  word  on  the  right  topic  spoken  in  the  proper  way 
will  make  the  office  chair  swing  towards  you,  the  busy  fingers  will 
drop  the  pen,  an  obtrusive  clerk  is  told  to  come  in  later  and  other 
callers  are  allowed  to  cool  their  heels  in  the  ante-room. 

To  influence  men  is  the  most  important  of  all  and  logically 
comes  after  you  have  interested  and  attracted  them.  We  have  shown 
you  in  previous  lessons  that  you  must  have  enthusiasm,  earnestness 
and  persistency,  added  to  a  character  above  reproach  in  order  to 
be  able  to  produce  this  effect.  Enthusiasm,  Earnestness  and  Persist- 
ency are  valuable  assets;  add  them  to  your  capital  and  succeed, 
subtract  them  and  fail. 

Every  successful  achievement,  though  it  be  small,  adds  another 
layer  of  confidence.  If  one  has  to  set  a  mark  for  tomorrow's  labor, 
he  should  fill  up  the  measure  brimful,  that  tomorrow  may  have  the 
assistance  of  the  consciousness,  "well  done."  The  well  done,  from 
day  to  day  is  granite  in  the  foundation  of  a  strong  business  person- 
ality; persistently  and  energetically  hewing  to  the  line  of  present 
opportunities  are  steel  ribs  to  the  structure;  a  quiet,  profound, 
self-assertion  is  the  marble  pillar  that  so  pleasingly  carries  its  weight; 
deep  self-confidence  and  buoyant  optimism  are  symmetrical  outlines, 
pleasing  and  restful  to  the  senses,  imparting  a  feeling  of  trust  and 
wholesomeness  bidding  the  world  to  enter;  large  sympathies  and 
fellow-feelings  are  frescoes  and  works  of  art,  suggesting  the  master 
strokes  of  the  master  builder. 


"Failures  are  strewn  along  life's  pathway,  because  of  lack 
of  proper  development.  Men  know  they  can  be  developed, 
but  lack  the  incentive  or  knowledge  to  develop."  — ELLS. 


PRACTICAL,  SYSTEMATIC,  ONE-BOOK  COURSE  347 


REVIEW  QUESTIONS 

1.  Give  the  reasons  why  the  study  of  this  Course  will  benefit  any 

man  no  matter  what  his  occupation. 

2.  Name  six  forms  of  ignorance  that  affect  the  salesman. 

3.  Of  what  use  is  suggestion  to  a  salesman? 

4.  Name  six  conditions  upon  which  the  suggestiveness  of  an  idea 

depends,  in  Salesmanship. 

5.  Why  is  the  Education  of  the  Will  important  and  how  is  it  ac- 

complished? 

6.  Explain  the  manner  in  which  the  application  of  Retrospection 

and  Introspection  will  be  most  effective. 

7.  Why  is  it  important  that  a  salesman  learn  to  interpret   the 

general  character  of  another  quickly? 

8.  Give  three  important  matters  to  be  considered  before  applying 

for  a  position  as  salesman. 

9.  Why  is  it  important  that  the  wholesale  salesman  give  his  loyal 

support  to  his  credit  man  and  to  the  policies  of    the  house 
he  represents? 

10.  Give  seven  important  points  for  the  wholesale  salesman  to  keep 

in  mind. 

11.  Name  seven  things  a  retail  salesman  should  know  about  the 

merchandise  he  is  handling. 

12.  What  do  you  consider  constitutes  good  service  in  a  modern 

department  store? 

13.  Give  three  good  reasons  why  the  salesman  should  have  a  selling 

talk  in  handling  specialties. 

14.  What  three  valuable  suggestions  may  be  gained  from   Mark 

Twain's  interview  with  a  life  insurance  salesman? 

15.  Compare   a  sale   by   correspondence   with   a  sale   by   personal 

contact. 

16.  Give   the   three   prime   factors   of   an    advertisement   and   the 

modes  in  which  any  or  all  of  them  may  occur. 

17.  Explain  the  difference  between  nature  and  humanity  as  a  sec- 

ondary factor  in  an  advertisement. 


348  SALESMANSHIP:  THE  FOURTH  PROFESSION 


18.  Explain  methods  of  adjusting  advertisements  to  field.     Give  an 

example. 

19.  What  three  important  effects  must  the  salesman  be  able  to 

produce  if  he  hopes  to  make  a  success  of  his  profession? 

20.  Give  the  quotation  at  the  close  of  this  lesson. 

Written  Exercise  for  this  lesson. 

Write  an  essay  of  not  less  than  two  hundred  words,  stating  the 
benefits  you  have  derived  from  the  study  of  this  course. 


A     000  048  896     5 


